Discount Retail Chain Tiendas 3B chain presented its most recent advertising campaign, led by the charismatic Bolivian singer Fabio Zambrana and developed in collaboration with the agencies Raza AD and Cabruja. The project centers on a vibrant, catchy jingle that reinforces the brand's promise: "Good, Nice and Cheap."
According to Adriana Lazcano, marketing manager of original Mexican discounter Tiendas 3B, this campaign comes as a natural step after a year and a half of remarkable growth. "We knew it was the perfect time to move from outstanding recognition to establishing a deeper connection with our consumers, motivating them to choose us as their first choice," said Lazcano.
The choice of Fabio Zambrana, an icon of Bolivian music with an international career, was strategic to guarantee the impact of the campaign. "Their charisma and popularity amplify our message, achieving immediate identification with consumers," explained Lazcano. The jingle, inspired by the theme "Dominao" and a small tribute to "La bomba", combines Zambrana's characteristic rhythm with the central message of Tiendas 3B: "Prices down, savings up".
A production made in Bolivia for Bolivians
The production of the jingle was creatively directed by Raza AD and visually directed by Cabruja, who worked in perfect synergy to take the proposal to an exceptional level. "Music moves, affects and generates remembrance. That is why we saw it as strategically interesting to enhance the awareness of the brand with a musical theme that is catchy and memorable," says Eduardo Soto, creative director of Raza AD.
The filming took place in carefully selected locations of Tiendas 3B, showing an environment that reflects closeness, trust and joy. "Filming is always the most exciting time, and this project was no exception. Seeing Fabio dance several times during the recordings was one of the most memorable points; her charisma and energy really made a difference in the atmosphere of the set," says Cecilia Villarroel, executive producer of Cabruja.
The result is a campaign that transmits optimism and energy, aligned with the philosophy of Tiendas 3B of offering really low prices and therefore a high level of savings for the customer, accompanied by a positive shopping experience. "We aspire to strengthen the emotional relationship with our consumers, showing that we are an ally that understands their needs and offers real solutions," said Lazcano.
In a context of rising inflation, Tiendas 3B, the first chain of discount stores in Bolivia, offers the same prices as traditional markets.
This was confirmed by a recent study, requested by the newspaper El Deber from the specialized firm Zoomin Group. "Tiendas 3B proposes to the consumer to stock their home or make quick purchases, offering their products at the same price of the market house, with the proximity of a neighborhood sale, this in addition to hygiene, good service, billing and the hundreds of products on offer each month," says Adriana Lazcano.
Tiendas 3B has been in existence for a year and a half and already has 30 stores opened in different strategic locations in the city of Santa Cruz de la Sierra and in intermediate cities.
The discounter 3B stores were very well received by consumers, which has driven the dynamic expansion of this new sales channel, which is very successful in other countries.
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