In 2013 Colombia was the second country with the highest access rate of internet in Latin America, but strangely, was also the second with the lowest rate of online shopping due to the general believe that it is a difficult and insecure process.

The challenge was to create a tactical action to change this perception, proving that buying on internet is not only safe, but also easy.

But, lets be honest, could just a tactical action help to change a popular belief, an insecurity feeling molded by many unfortunate events throughout history that have made the Colombian people become mistrustful by nature?

Our target were Visa users, who having a credit card, have never bought online. The first goal was to help people overcome their fear and motivate them to make their first online purchase.

We focused on young women, compulsive shoppers by nature, we needed to create something as interesting as the content they search for, a perfect mix between Shopping experience and digital entertainment. Therefore we chose the most successful web series in Colombia: Susana & Elvira.

We aired the last episode of second season live, and allow the fans purchase in real time what they saw on the scenes (furniture, appliances and even the actresse´s clothing) only using their Visa cards. This way we created the first “Onlive” Sale in history

The selling was made in susanayelviravendentodo.com. A catalogue allowed people to buy everything that appeared on the screen, each scene was synchronized with a set of products, when something was sold, the Visa team entered in the scene to take out the object, forcing the actresses to improvise and making the shopping experience more real and funnier.

172.306 people watched the live episode.

The whole campaign (including teasers) reached more than 1.200.000 views on YouTube.

The episode was watched in 55 countries.

Today the episode became the most watched of the entire series.

The brand hashtag #notelopierdas was trending topic at the day of the live episode.

We got 17.452 Facebook fans and 16.101 Twitter Followers

More than 90% of the inventory was sold.

3 months later the online shoppings with Visa increased 4,8% And exceeded the USD 870.000 in free press.

During the next months the gap still growing and at the end of 2014, Colombia was not the second last in region but the 4th, and the 5th most important market for Visa.

Not bad at all for a tactical campaign without any media investment.