Strategy
The campaign was built on a deep understanding of the target audience and their urban lifestyle. The new concept — “La Tarjeta de la Ciudad” (“The City’s Card”) — showcased benefits directly connected to daily life: paying for public transport in a single installment, enjoying cashback through the Crédito Fácil Codensa Club, and accessing thousands of partner stores. With a human, relatable tone, the creative work connected the product to the real experiences of city living.

Execution
The campaign included:

  • New design: card (Visa Classic, Gold, and Platinum) visuals featuring Bogotá’s landmarks.

  • The campaign was rolled out through ATL, digital, in-store, and urban activations, positioning the card as a cultural and functional companion for city life.

ROLE

Brand Strategy Director

YEAR

2024

#TarjetaDeLaCiudad

Crédito Fácil CODENSA.

Overview
Tarjeta de la Ciudad was the relaunch of the well-known Crédito Fácil Codensa card, repositioned at the end of 2024 with a refreshed concept and design that celebrates Bogotá’s identity. With this campaign, the card evolved from being perceived solely as a financing tool into becoming a symbol of urban life, mobility, and everyday benefits for the people of Bogotá.

Challenge
The challenge was to revitalize a long-standing, widely recognized product that risked being seen as traditional, while attracting new audiences and strengthening loyalty among existing clients. The goal: to transform brand perception, highlight the card’s distinctive value in the market, and emotionally associate it with the pride of living in Bogotá.

My Role

As Brand Strategy Director:

  • Defining the strategic repositioning of the credit card, turning it into both a cultural and functional icon of Bogotá.

  • Translating the product’s value proposition into a brand narrative centered on identity, benefits, and customer closeness.

  • Coordinating agencies, product, and media teams to deliver a unified execution across every touchpoint.

  • Ensuring the campaign went beyond financial features to create an emotional connection with urban identity.

Impact

  • Successfully repositioned Crédito Fácil Codensa under a relevant and aspirational city-focused concept.

  • Increased adoption among younger, urban segments.

  • Strengthened emotional ties with Bogotá, establishing the product as “the card that speaks the city’s language.”

  • Consolidated a more diverse portfolio (Visa + private label) to expand competitiveness and appeal.

  • Campaign awarded Gold by the Effie Awards Colombia in the Finantial Services category.