“Que esto, que lo otro, lo pago con Spin by OXXO”, la campaña creada por Thanks Agency y producida por Hogarth México
- La campaña muestra que, en medio de la complejidad de la vida cotidiana, Spin by OXXO es una herramienta práctica, accesible, confiable y útil.
- La campaña contribuye a la misión a largo plazo de que Spin by OXXO se convierta en más que una app, evolucionando a la herramienta de referencia para realizar pagos en todas partes, no solo en OXXO y sus más de 24 mil puntos de venta.
Hogarth México demostró de nueva cuenta su liderazgo y capacidad para ejecutar producciones innovadoras y a gran escala con el lanzamiento de la campaña, “Que esto, que lo otro, lo pago con Spin by OXXO”. Para entregar los assets en tiempo récord, Hogarth implementó un modelo de trabajo que incluyó la adopción de Producción Virtual e Inteligencia Artificial Generativa. Este enfoque de producción le permitió a Hogarth posicionar eficazmente a Spin by OXXO como una herramienta financiera práctica, accesible y confiable para la vida cotidiana.
La campaña contribuye a la misión a largo plazo de Spin by OXXO de evolucionar a la herramienta de referencia para realizar pagos en todas partes, aprovechando sus más de 24 mil puntos de venta y una aceptación más amplia. El concepto creativo se construye alrededor de la idea de que la vida diaria en México está llena de pequeñas tareas y momentos inesperados, mostrando cómo Spin simplifica situaciones reales y cotidianas.
“Mientras la banca y muchas fintech suelen comunicar desde lo técnico o lo aspiracional, en la nueva campaña todo se centra en la gente, en su día a día, sus necesidades y todas las posibilidades que tienen con Spin By OXXO, que si tienen que hacer recargas pero no tienen tiempo de ir al OXXO, que si se les olvidó pagar la luz, que si quieren aprovechar las promociones de las tiendas en línea o comprar en millones de establecimientos, que si esto, lo otro y muchas cosas más”, comparte Marcela González, Head of Marketing Spin.
Para ejecutar el concepto de manera eficiente, Hogarth México implementó un modelo de producción innovador combinando Producción Virtual e IA Generativa, lo que permitió al equipo entregar cuatro historias principales, siete locaciones, cinco películas hero y dieciocho fotos en tiempo récord y con un presupuesto no tradicional. Para lograr esto, la agencia recurrió a su socio en España, Hogarth Madrid, para que ayudara con la producción y para que el cliente, el equipo creativo y los miembros de producción del equipo de México pudieran grabar esta campaña en un cronograma y presupuesto muy ajustados.
Francisco Riveroll, Head of Production en Hogarth México, explica el proceso: “Esta campaña aprovechó la Producción Virtual y entornos generados por IA para recrear escenas de la vida cotidiana mexicana desde un estudio en Madrid, mezclando autenticidad, emoción y eficiencia. Gestionamos el proyecto de principio a fin, desde la venta de la idea hasta la postproducción. El trabajo realizado destacó por su creatividad, precisión cultural y sostenibilidad, reduciendo los traslados de la compañía, el tiempo y el impacto ambiental. El proyecto se completó en solo dos meses”, explica Francisco Riveroll, Head of Production de Hogarth México.
“El concepto ‘Que esto, que lo otro, lo pago con Spin by OXXO’ es cultural, cercano a la gente; retrata situaciones cotidianas reales y las conecta con casos de uso concretos de la tarjeta: pagar el Metro, comprar en tiendas físicas, saldar diligencias diarias o hacer una compra en línea”, afirma Mateo Montes de Oca, Co-Managing Director en Thanks Agency.
Para Hogarth México, esta campaña valida su capacidad de liderazgo, demostrando que posee el equipo humano y la tecnología de vanguardia necesarios para encabezar producciones globales con innovación, visión y ejecución en los tiempos que el marketing actual requiere.
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