Davivienda.
Marketing Team
Your money may be in the wrong place.
Role: Marketing Creative (Intern)
Time: Jun 23' - Aug 23'
Context. Davivienda approaches marketing through culture, storytelling, and human insight. As part of the marketing team, I collaborated with creatives to develop campaigns aimed at younger audiences. From shaping communication that made a classical music concert feel relevant and engaging, to promoting the G-Zero credit card designed for youth. The focus was on reframing traditional experiences through a lens that resonated with how young people live and engage.
Problem.
Younger audiences often feel disconnected from both finance and traditional cultural experiences. Credit cards can feel intimidating or distant, while classical music concerts are rarely seen as relevant or engaging. The challenge was to align Davivienda’s values with messages that felt accessible, meaningful, and appealing to youth. Turning unfamiliar experiences into something they could relate to and want to be part of.
Solution.
We approached the solution from a youth-to-youth mindset, shaping the G-Zero card around freedom, simplicity, and real value. By offering relevant benefits, brand partnerships, and access to cultural experiences, we made finance feel useful, approachable, and connected to how young people live. Classical music and banking were reframed not as distant institutions, but as experiences made accessible through everyday choices.
Impact.
The work resulted in a 20% increase in concert attendance and ticket sales, proving that classical music could resonate with younger audiences when reframed creatively. At the same time, campaigns promoting Davivienda’s digital services increased awareness of the banking app and new features, driving a 10% lift in G-Zero credit card applications.
Next Experience.