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
- Office
- Uruguay
- Client
- TA-TA
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.
