Situation and Brief

2023 was a year marked by a remarkable number of milestones in Tienda Inglesa's journey, including four new store openings in Montevideo and Punta del Este, the grand reopening of its iconic Montevideo Shopping branch, and the establishment of a cutting-edge technology hub to drive further innovation in e-commerce.

Commemorative Short Film

Marking 154 years since the opening of its first store in Uruguay, Tienda Inglesa released a short film in November 2023 to commemorate not only its rich history but also its vision for the future. This short film served as a tribute to customers across generations, a family celebration reaffirming that its history is the inspiration for its future.

Objectives

To reach the widest possible audience of Uruguayans and jointly celebrate 154 years of history as well as the opening of new branches.

Set in the 1930s, the film follows a young boy who acquires a toy called "The Time Machine" at Tienda Inglesa. To his surprise, he discovers that the machine is real and begins exchanging objects with a little girl from the future. The girl accidentally breaks the machine but, with the help of her grandfather, manages to repair it by taking it to Tienda Inglesa. The film ends with an unexpected and emotional twist, in which the girl discovers that the boy she was exchanging gifts with, was in fact her grandfather.

The short film exceeded all expectations, garnering over 6 million views – two times the country's population and triple the average VTR. It reached 86% of the target audience and successfully repositioned Tienda Inglesa as a brand that is both traditional and modern, with the ability to adapt and innovate. It also evoked national pride by highlighting the brand's long-standing presence in the country's history.

The overwhelmingly positive reception of the short film had a profound impact on Tienda Inglesa's brand image, strengthening its position as a company that is deeply connected to Uruguay. It sparked conversations and engagement within the market, making it the most-watched commercial in the country in 2023. Notably, the film was also recognized by various specialized media outlets in different countries – a testament to its universal appeal despite being specifically tailored for the Uruguayan market.