The Rewards Bag
A smart reusable bag that rewards shoppers with personalized discounts, boosting sales and sustainability.
GIFcommerce
Tata transformed Uruguayan seniors' trusted WhatsApp GIFs into an e-commerce channel by embedding discount codes and boosting online sales
Instead of pushing seniors to new platforms, Tata went to where they already were.
Uruguay has one of Latin America's oldest populations — 1 in 6 citizens is over 65. Despite a booming e-commerce landscape, fewer than 25% of seniors shop online.
VML's solution was the GIF Commerce campaign, where valid e-commerce discount codes were seamlessly embedded inside culturally familiar WhatsApp blessing messages, then sent to Tata's senior customer database. Grandparents did the rest — organically forwarding these "commercial blessings" through their family and friend networks and a cherished cultural exchange became a peer-to-peer sales channel.
Overcoming trust barriers and digital reluctance to drive e-commerce adoption in Uruguay's untapped senior market.
GifCommerce transforms seniors' personal WhatsApp GIFs into a direct sales channel by embedding discounts, blending cultural habit and commerce seamlessly and authentically.
+15% increase in first-time online purchases within the target senior segment.
+9% increase in repurchase frequency among these first-time users.
GifCommerce transformed a deeply ingrained cultural habit – the exchange of WhatsApp 'blessing' GIFs – into an innovative sales channel. By subtly embedding Supermercados Tata offers within these trusted messages, we built an authentic and relevant digital bridge for the senior demographic.
