Colombia is one of the countries where soap operas have great affinity with the population. We create high expectation for a fake new soap opera coming called: EL ELEGIDO. Towards the end of this first chapter, it turns out for everyone’s surprise, and announces that the following chapter would not exist on the screen but would be lived on the streets of Colombia by only five Colombians who decide to spend their next twenty four hours in the same fantastic way he did. And the soap opera jumped into real life and started a promotion.

The result was overwhelming.Ratings went up from 15.6 on the previous Thursday, to 26.3, meaning an 8 points increase on the same time slot’s ratings!Hundreds of thousands of Colombians from all over the country wrote down what they wished for, where, and with whom they wanted to spend those intense twenty-four hours. This boosted the number of monthly new Amex cardholders and increased it five times: from 3,900 to 19,300, letting us fulfill the motto of the promotion:It is Amex’s fifth anniversary in Colombia and anything can happen.