Vente Pa’ Acá: full-funnel integration that delivered 138K customers

The Challenge

When Digicel announced its exit from Panama's telecom market, around 227,000 customers were suddenly up for grabs within just 30 days. The goal was to acquire 125,000 mobile users, representing 55% of Digicel's base, and outperform competitor Tigo in an urgent, time-bound sprint.

The Strategy

The team launched Vente Pa' Acá, an omnichannel performance marketing campaign built to move audiences through the funnel with personalised messaging, dynamic creative, and real-time optimisations. Each stage from awareness to conversion was mapped with tailored formats across broadcast, digital, and in-store touchpoints.

The Work

Marketing, creative, and digital teams worked as one, activating across stores, TV, out-of-home, radio, print, Spotify, organic social, Meta, TikTok, YouTube, and Google Search, connecting them to AI-personalised landing pages for greater relevance and performance. Touchpoints were assigned clear roles, messages and formats were adapted based on customer behaviour, and results were tracked in real time.

Results

The campaign drove 138,000 new customers, representing 61% of Digicel migrations, surpassing targets and outperforming Tigo. Digital channels boosted conversions while reducing acquisition costs.

The Judges' Verdict

"A best-in-class execution that masterfully turned a high-pressure market shift into a major commercial triumph."