Data Tienda.
Mexican lender WeCapital turned the handwritten tabs that corner shops keep for their customers into official credit histories, giving low-income women their first access to loans.
- Brand
- WeCapital
- Agency
- DDB Mexico
- Market
- Mexico
- Region
- Global
- Year
- 2021
The challenge
According to WeCapital, 83% of Mexican women have no credit history, which shuts them out of bank loans to study or start a business. Yet many of them have bought on credit at their local shop for years.
The idea
Shopkeepers across Mexico record what each customer buys on credit and when they pay, but credit bureaus ignore those notes. WeCapital and DDB Mexico collected the records from neighbourhood stores, verified them and converted them into recognised credit histories. The scheme started in Mexico City and expanded to Puebla, Guadalajara, Morelia and Monterrey.
Results
- According to the entry, more than 100 women had received their first microcredits by December 2021.
Case study source: Creativepool Source ↗
Awards
- Cannes Lions 2023Creative Effectiveness – C09 CHALLENGER BRANDBronze
- Cannes Lions 2023Creative Commerce – C04 CUSTOMER ACQUISITION & RETENTIONBronze
- Cannes Lions 2023Creative Business Transformation – B02 BRAND PURPOSE & IMPACTBronze
- Cannes Lions 2022Glass: The Lion for Change – A01 GLASSGrand Prix
- Cannes Lions 2022Sustainable Development Goals – C03 REDUCED INEQUALITIESSilver
- Cannes Lions 2022Creative Data – A03 DATA-DRIVEN CONSUMER PRODUCTGrand Prix
Credits
- Creative agency
- DDB Mexico
- Production
- LADOBLE
- President & CEO
- Juan Carlos Ortiz
- Chief Executive Officer
- Juan Isaza
- Creative Director
- Gerardo Méndez
- Creative Director
- Marcos López
- Creative Director
- Rodrigo Zuñiga
- Creative Director
- Jose Hernandez
- Digital Creative Director
- Chantal Silva
- VP of Strategic Planning
- Sergio Briseño
- Client Services Director
- Rodrigo Morales
- Executive Producer
- Jesús Almazán
- Executive Producer
- Nicolas Spinosa
- Production Director
- Vianey Moreno
- Web Developer
- Roberto Vargas
- CFO
- Silvana Carreño
