To humanize the Tigo brand in Colombia and to avoid being perceived as an operator that simply gives cheap rates without generating real engagement.
Tigo Colombia engaged in a social responsibility campaign by taking the Feria de las Flores to grandparents whose age and health issues did not allow them to attend the event.
We used Twitter to invite users to plant a digital flower in the Tigo Garden of Smiles; these online flowers became real flowers that were brought to the Foundation so the elderly could receive and enjoy flowers of their own.
The Tigo brand was remembered for providing something invaluable: Happiness. The campaign generated increased empathy and positive online comments.