Te quiero Diarco (I love you Diarco)

Medal Won

• 🥉 BRONZE – Best Customer Acquisition Program

Campaign Overview

Amid runaway inflation in Argentina, many consumers struggled to manage their daily expenses. Diarco, a popular retailer, saw an opportunity to assist its customers with the launch of Diarco Club, a benefits program offering discounts and exclusive advantages to make daily shopping more affordable.

The campaign, Te Quiero Diarco, transformed a classic Argentine song into a jingle that captured the hearts of the nation, combining humor, nostalgia, and practicality to create a memorable and engaging customer experience.

Creative Concept

The campaign leveraged local culture and economic challenges to create a highly relatable message:

• Catchy Jingle: Adapted Sergio Denis’ iconic hit “Te Quiero Tanto” into “Te Quiero Diarco,” aligning the benefits of Diarco Club with an uplifting and familiar tune.
• National Pride: Delivered a high-quality production that elevated the concept of a “national and popular” (Nac&Pop) campaign.
• Joyful Messaging: Positioned Diarco as a helpful partner during tough times, providing not only financial relief but also a sense of optimism.

Execution Strategy

1. Multi-Channel Rollout: Combined TV, radio, and digital ads to maximize reach and engagement.
2. Cultural Relevance: Focused on creating an emotional connection with the audience through the use of an iconic song and relatable messaging.
3. Rapid Activation: Launched during December 2023 to capitalize on the holiday shopping season and economic urgency.

Impact and Results

The campaign exceeded all expectations:

• 20,000 sign-ups in the first three days.
• 500,000 members in six months, with 40% of Diarco’s June customers being Club members.
• 50% higher average ticket value for Club members compared to non-members.
• 51% of members made at least one purchase in June.
• Total campaign reach: 343 million impressions, including:
  • 260 million radio impacts, reaching 65% of total listeners.
  • 40% TV viewership coverage.
  • 36 million digital impacts, with a 29% growth in social media engagement.

Why It Worked

Te Quiero Diarco struck a perfect balance between humor, cultural resonance, and practicality. By combining a catchy jingle with tangible financial benefits, the campaign not only captured attention but also drove significant customer acquisition and loyalty, reinforcing Diarco’s position as a trusted partner during challenging times.