Defining a unique sense of time.
Libertad Servicios Financieros is a company offering fast, accessible loans to the mass market.
Throughout the year, their communication relies on established-seasonal campaigns…except for September and October, historically their lowest-demand months.
To flip the trend, we decided to invent our own season.
We drew inspiration from Mexican popular culture and a traditional market practice: giving customers a little extra, known as “el pilón”.
We created a series of gifts tied to loans and investments (the pilones of the season), and to communicate them, we designed a hero with Mexican flair: a lucha libre wrestler named Pilón.
Through a nationwide 360° campaign, we boosted our promotions and our character, betting big on a season that had no guarantee of success.
But the results set a new benchmark for Libertad:
- 568% increase in loan requests
- 659% increase in total loan amounts requested vs. the same season the year before.
“Temporada con Pilón” challenged category trends and proved that a campaign can create value in a season that previously had none.
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