Davivienda is one of the most traditional banks in Colombia, for 30 years it has been known and relevant for old generations thanks to what they do best: funny ads on television and radio, but today the new generations are different, they prefer the content on social media and avoid everything that looks like traditional advertising.

We needed to make the bank relevant to new generations without losing that essence that Davivienda have built over the years with their advertising on traditional media.

We were looking for brand awareness and consideration in young Colombians (18-26 y/o)

TIKTOKMMERCIALS!

Turning old ads into great TikToks

We opened a TikTok account, but we did it with an unexpected twist: we only uploaded audios exclusively from the bank's oldest commercials, and with the help of a few creators, mimicking the commercials it became a massive trend.

Nowadays if you want to be a cool brand for the new generations you have to be on TikTok and to make it there, there’s only one rule: 'Don't make ads, make TikToks'

But what if we are a very traditional bank that has only made TV commercials for 30 years?

The new generations relate better to brands that allow them to generate content and have fun.

So why not make Gen Z the stars of our oldest commercials on TikTok?

In 2020 we opened the Davivienda bank's TikTok channel.

And to launch it, we only uploaded the audios of some old TV commercials of the bank.

In just two months, thousands of young Colombians remade these old commercials on TikTok with their own resources and style.

What did we do to convince them? not much… we only uploaded the audio of these commercials and with the help of a few creators we launched a challenge to imitate them, they did the rest.

Mimicking the commercials became a massive trend.

+3.700 TikTok users remade the ads

+150.4 Million views

+204K Followers

Over 170K Followers in two months

18% Engagement Rate

+105 Million mentions with the hashtag #Davivienda