Align with behaviour / This initiative is directly in line with a previous WeCapital scheme launched in 2021; the double Grand Prix-winning Data Tienda campaign tapped into the millions of unofficial credit records kept by shopkeepers throughout Mexico to rebuild the credit histories of low-income women and grant them access to the financial sector.
This time, WeCapital expanded its target audience and tackled another issue affecting low-income Mexicans and credit. According to DDB Mexico, more than 49 million Mexicans do not earn enough to feed their families, so buying groceries and home goods on credit at their local store is the only option. Given how widespread and entrenched this habit is, it would take years to tackle the larger societal issues of poverty and financial disenfranchisement; instead, WeCapital aligned with behaviour and expanded the capacity of neighbourhood shops to offer credit to customers. The initiative positions WeCapital as a true ally to its target audience while demonstrating the strength of its local insight.
Disrupt the category / Finance is a tricky category – besides strict regulations, varying financial literacy and low public trust, it’s hard to create engaging, memorable comms around something like a credit score. While many banks have cosy taglines and family- or home-oriented ads, there is a disconnect between what they preach and the real-life interactions they have with their customers. With this initiative, WeCapital positively and tangibly impacts the lives of its target audience, displaying a commitment to its mission of financial inclusion.
The campaign is a reminder of the fact that brand purpose, often dismissed as a contrived or frilly marketing exercise, is powerful when it is baked into an organisation’s strategy. This isn’t a dressed-up CSR initiative designed for optics – it’s a straightforward, concrete response to a consumer pain point that will have real-world impact. Best of all, like Data Tienda, it’s a replicable idea that could be easily adopted by other institutions and countries.
