Taking advantage of the fact that due to the lack of dollars, the Argentine government was forced to set different exchange rates according to the activity to be carried out, creating more than 15 different exchange rates, Tuenti created what no other Telco had ever done before: its own US dollar exchange rate. From this, was born Dollar Tuenti: a real-time promotion that attracted new customers by transforming a service offer into a store of value with a fixed price for 6 months.

In a country where the Dollar had more than 15 exchange rates, we did what any brand would dream of doing: we created a new US dollar exchange rate with our own name and value. From that moment on, 1 Dollar Tuenti = 300 Argentinian Pesos.

After the lack of dollars forced the government to create more than 15 different types of exchange restrictions, awakening the fear and sensitivity of the Argentine people who had already experienced something similar in the 2001 crisis, the Generation Z found a way to have fun with what was happening by highlighting the names under which the exchange restrictions were popularly mentioned: The Tourist Dollar was referred to as the Qatar Dollar due to the proximity of the World Cup, and the Dollar used for streaming services was called Dollar Netflix.

Taking advantage of this, Tuenti saw an opportunity to differentiate itself in how to approach this crisis and how to show itself in a creative way to new and old Generation Z consumers.

The campaign was launched on Twitter, the platform where people talk the most about the government's measures, began with the publication of a video explaining the creation of a new type of currency; the Tuenti Dollar, whose exchange rate was 1 US dollar equal to ARS 300 pesos.

At the same time, we published a serie of paid and organic posts, with a direct link, inviting people to switch to Tuenti for 1 Tuenti Dollar, which gave consumers access to Tuenti's highest plan (12GB per month) for a period that no other dollar or person in Argentina could dare to offer: six months at a fixed price.

In addition, we contacted the country's leading economists to help spread the news and explain why the Tuenti Dollar was the most convenient way to save money.

The campaign became Tuenti's most talked-about campaign to date, increasing brand interactions by over 330% becoming the #1 trending topic on Twitter in Argentina during the launch period. Dollar Tuenti became one of the most coveted exchange rates in the market, causing 8 out of 10 Tuenti customers to choose to save their money in Dollar Tuenti. Additionally, to this day, social media posts can be found where Dollar Tuenti is used as the main currency to trade clothing, tickets, or credits on gaming platforms