Colombian ventures face visibility challenges due to high advertising costs, resulting in a notable failure rate among small businesses. Club Colombia's objective is to support and promote Colombian entrepreneurship by spotlighting local ventures through its media platforms. The campaign aims to provide visibility and support to Colombian ventures, redefine perceptions of luxury, and contribute to the growth of the local entrepreneurial ecosystem. Extensive research revealed the significant barrier of high advertising costs for Colombian ventures, leading to limited visibility and hindering their growth potential. This insight underscores the need to leverage Club Colombia's media resources to address this issue and promote local entrepreneurship effectively.

Our creative idea stems from thorough research revealing the significant challenge of visibility faced by Colombian ventures due to high advertising costs, leading to a notable failure rate among small businesses (45%). Leveraging Club Colombia's media platforms, we aim to spotlight and promote Colombian ventures, addressing this issue while elevating the concept of "Colombian new luxury." This approach aligns with changing consumer preferences, emphasizing authenticity and local pride. Our strategy is rooted in understanding the cultural and market dynamics of Colombia, empowering local entrepreneurs to thrive in a competitive landscape.

Target Audience: Colombian consumers who value authenticity and local pride. We also aim to reach out to entrepreneurs and small businesses seeking visibility and support in the competitive market landscape.

Our media planning focuses on utilizing Club Colombia's diverse platforms, including social media, television, print, and online channels. By leveraging these channels, we ensure maximum reach and engagement with our target audience across various touchpoints.

Our approach involves dedicating 100% of Club Colombia's media resources to spotlighting and promoting Colombian ventures. By providing a platform for these ventures to showcase their products and stories, we aim to address the visibility challenges they face while promoting the concept of "Colombian new luxury." This approach not only resonates with the changing preferences of Colombian consumers but also contributes to the growth and sustainability of the local entrepreneurial ecosystem.

We execute our strategy by dedicating Club Colombia's media resources solely to spotlight Colombian ventures, guaranteeing unparalleled visibility and backing for local entrepreneurship.

Our campaign adopts a multi-channel approach, spanning social media platforms, television, print media, online channels, and even a billboard in Times Square. This integration ensures that we reach a diverse audience and maximize exposure for Colombian ventures.

The campaign's impact extends nationwide, reaching audiences throughout Colombia. It serves to underscore the diversity and talent of Colombian ventures on a significant scale.

- 35% increase in startup sales

- 98% increase in startup interactions

- 465% engagement in social media Club

+6% Increase in brand preference