A provincial credit card being launched in the capital by giving a credit card to a taxi driver and a psychologist, two professions that symbolize Buenos Aires, to spend on whatever they wanted with one condition: they had to spend thinking of their fellows citizens. It was a proposal that captivated the citizens from the first moment. They slid down the tongue of a statue of Freud's head or picked one the 'new' taxis in town.

Tarjeta Naranja's philosophy (to make life easy and simple for its customers) was truly experienced.

- Brand awareness in Buenos Aires grew 65%.

- 23,000 credit cards were issued in Buenos Aires during the first month.

- Tarjeta Naranja became the #1 issued credit card in Argentina, overtaking VISA.