The disconnect with Teletón among young people was growing year by year, as was the case with Banco de Chile, where its audience is also aging, with conquering Gen Z being one of its main challenges.

The brief was crystal clear:

How do we connect with the younger generation for the most important charity event in Latin America? How do we make them feel involved and eager to go to the bank to make their donation?

Objective:

To successfully engage with future audiences for Banco de Chile and Teletón

Banco de Chile was the first bank in the world to open a branch in Fortnite.

We recreated the geography of Chile on an "only up" map, placed coins to collect along the way, which every gamer gathered and then deposited in a Banco de Chile branch on the Moon.

All those coins were converted into real money by Banco de Chile, and if a certain goal was met, the bank doubled its donation

Young people represent 24% of the Chilean population, making this target highly desirable for brands. As the audience of Teletón and Banco de Chile ages, it was urgent to connect with the younger demographic. Therefore, to engage with young people and encourage them to enter our bank and participate in Teletón, our bank entered their world by opening the world's first bank branch in Fortnite. This branch remained open for the full 27 hours of the event to receive donations from all gamers in Chile.

We developed a map featuring the geography of Chile, utilizing the trending "Only Up" mode, and extended invitations through Banco de Chile's social media channels to all gamers to join and make their donations at this new Banco De Chile branch.

The event lasted 27 hours, but by the 10th hour, we had already surpassed the goal, indicating that Banco de Chile would double its donation.

Ultimately, thanks to gamers from across Latin America joining in, with over 50,000 participants, we tripled the proposed goal. The donation announcement by Banco de Chile through Fortnite was broadcasted live via a national network.

In a post-Teletón study, for the first time in history, Banco de Chile ranked number 1 in top-of-mind among the youth target audience.

More than 7 countries participated in the initiative, with over 50,000 players collecting more than 400 million coins, which were converted into real money by Banco de Chile.

We set a goal that we tripled.

One of the most striking aspects was the thousands of comments from parents on our social media platforms, recounting that for the first time in their lives, they had encouraged their children to play a video game incessantly