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.
