Una vida PRIME – Primepass Bolivia | Clapboard Ad Archive

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¡Esto es una vida PRIME! - Primepass | Clapboard Ad Archive

¡Esto es una vida PRIME! from Primepass and Bench Ads marks a noteworthy entry in Bolivia’s travel and leisure space, debuting in Year: 2023 with a film-driven campaign that reframes the subscription model for a digitally connected, experience-focused audience. At its core, the push is a lifestyle promise—Primepass positions its app not just as a gateway to promo codes and curated experiences across Bolivia’s food, health, hospitality, and tourism sectors, but as an upgrade to one’s daily routine, uniting both B2B and B2C targets under an aspirational ethos. Built around a narrative approach that Clapboard’s taxonomy would classify as FORMAT#6—Benefit Causes Story, the creative structure foregrounds product advantage as the reason for action: every elevated experience enjoyed by the protagonist flows from the core benefit of Primepass, reinforcing the sense that a subscription transforms the ordinary into the extraordinary. Rather than relying on traditional demonstrations or problem/solution tropes, the single video asset weaves the app’s utility into an entertaining sequence, dramatizing how seamless access to exclusive local perks adds experiential and tangible value in everyday moments—mirroring the rising appetite for hyper-local, on-demand services in emerging Bolivian urban centres. This strategic shift positions Primepass as an inventive challenger among established local rivals such as Woom and Yacaré Club, moving beyond simple discount aggregation to build a branded lifestyle proposition that is both practical and desirable. For businesses, the campaign signals Primepass’s versatility as a B2B engagement driver, opening doors to new customer segments; for consumers, it dramatizes the immediacy and desirability of a connected, curated Bolivian experience. The work’s resonance emerges from its commitment to storytelling that feels authentic to local experience yet universal in its ambition, setting a precedent for how regional brands in developing markets can leverage narrative-first digital storytelling to connect with a broader, digitally fluent audience. The campaign earns 53/100 in Clapboard’s global creative archive. As the Bolivian market moves further into digitized leisure, Primepass’s campaign illustrates how repositioning subscription benefits as cultural currency can help brands spark demand and redefine category expectations.

Credits

Client

Primepass

Agency

Bench Ads

Director

Carlos Sanchez

Producer

Pablo Gomez

Crew

Gabriel Gomez, Belen Sejas, Juan Avilez, Santiago Cruz

Cinematographer

Jesus Ferreira

Post Production

Emanuel Aranibar

Category Mind Map

48%

The campaign '¡Esto es una vida PRIME!' for Primepass presents a proposition centered on offering consumers exclusive access to promotional deals and curated experiences within Bolivia’s food, health, hospitality, and tourism sectors. By positioning the app as a subscription-based pass, the campaign promises added value through convenience and exclusivity, appealing to users seeking to enhance their lifestyle with unique opportunities at a competitive cost. From a strategic perspective, the campaign leverages a narrative format to create engaging content that resonates with both B2B and B2C audiences. The insight driving this approach is the growing consumer desire for personalized, experience-driven offerings that simplify access to diverse local services and promotions. By emphasizing storytelling, the creative execution aims to entertain while demonstrating the practical benefits of the app, thus increasing relevance across different segments. Targeting the Bolivian market, the campaign aligns with the increasing digital adoption and interest in lifestyle apps, positioning Primepass as an innovative solution in the travel and leisure category. The single video asset integrates these elements to build brand awareness and explain product value in a digestible and culturally relevant manner, despite modest engagement metrics at the time of analysis.

FORMAT#6 BENEFIT CAUSES STORY — Builds a story where the product’s benefit is the reason for the action or twist. This campaign, "¡Esto es una vida PRIME!", targets both B2B and B2C by presenting Primepass as an app that unlocks exclusive promo codes and experiences, framing these benefits as life-enhancing. The use of the phrase "una vida PRIME" suggests that the narrative revolves around how the benefits of Primepass transform everyday experiences into something elevated or special. The description emphasizes making the video both entertaining and useful (not strictly a demonstration or testimonial) and points to the product’s core benefit—the ability to access unique perks—as the catalyst for the story. The genre “narrative” reinforces this, indicating the product’s value shapes the action within the campaign rather than simply resolving a problem or following a conventional hero’s journey.

1. Woom – Positioned as a local Bolivian app focusing on dining and entertainment discounts, Woom differentiates itself with a strong network of partnerships in nightlife and gastronomy, emphasizing convenience and cost savings for urban millennials seeking affordable leisure experiences in Bolivia. 2. DescuentoBolivia – This platform targets budget-conscious consumers by aggregating a wide range of daily deals and discount codes across food, travel, and wellness sectors. Its strategic angle is affordability and variety, appealing primarily to B2C users looking for immediate savings. 3. TripN Bolivia – TripN positions itself as a comprehensive travel and leisure booking platform that combines curated tours, restaurant reservations, and exclusive experiences. They focus on premium, culturally rich offerings aimed at both domestic travelers and tourists seeking authentic Bolivian experiences. 4. Yacaré Club – Yacaré Club differentiates by offering a subscription-based model centered around exclusive access to events, health and wellness services, and gastronomy experiences. Their strength lies in building a community of lifestyle-focused consumers who prioritize quality and exclusivity. 5. Eat&Fly Bolivia – Eat&Fly targets the intersection of food and tourism by linking culinary experiences with travel packages. Their strategic focus is on experiential tourism, promoting Bolivian cuisine through tours, cooking classes, and restaurant partnerships that attract both locals and international visitors.

Q: What is ¡Esto es una vida PRIME! about? A: ¡Esto es una vida PRIME! is a professional film campaign launched in Bolivia in 2023 for the brand Primepass, developed by the agency Bench Ads. The campaign centers on introducing Primepass as an innovative subscription app that grants users exclusive access to promo codes and curated experiences across Bolivia’s food, health, hospitality, and tourism sectors. Designed to appeal to both B2B and B2C audiences, the campaign leverages a narrative-driven video to communicate how Primepass can elevate everyday life by unlocking unique local opportunities, positioning the app as a must-have for those seeking value and convenience in the Bolivian market. Q: What creative device does ¡Esto es una vida PRIME! use? A: ¡Esto es una vida PRIME! employs the FORMAT#6 BENEFIT CAUSES STORY approach, as classified by Clapboard’s 12-format taxonomy. This creative device builds a narrative in which the product’s core benefit—access to exclusive deals and experiences—serves as the catalyst for the story’s action or twist. Rather than simply demonstrating features or following a testimonial structure, the campaign integrates Primepass’s value proposition into the unfolding narrative, making the benefit the reason for characters’ choices and the story’s progression. This method aims to entertain while embedding the product’s utility at the heart of the campaign. Q: What is the campaign proposition for ¡Esto es una vida PRIME!? A: The campaign proposition for ¡Esto es una vida PRIME! positions Primepass as a subscription-based app that delivers exclusive access to promotional deals and curated experiences within Bolivia’s food, health, hospitality, and tourism industries. Targeted at both consumers and business partners, the campaign promises added value through convenience and exclusivity, appealing to those looking to enrich their lifestyle with unique, cost-effective opportunities. By leveraging storytelling and a lifestyle-oriented message, the campaign addresses the growing demand for personalized, experience-driven offerings in a market increasingly embracing digital solutions for travel and leisure. Q: How does ¡Esto es una vida PRIME! rank in Clapboard's archive? A: ¡Esto es una vida PRIME! holds a Clapboard Campaign Score of 53/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within its category. Q: Who are the competitors in Primepass's category? A: In the Bolivian travel and leisure app market, Primepass faces competition from several notable players. Woom stands out for its strong partnerships in nightlife and gastronomy, targeting urban millennials with convenience and savings. DescuentoBolivia appeals to budget-conscious consumers by aggregating a broad spectrum of daily deals across food, travel, and wellness. TripN Bolivia focuses on premium, culturally rich experiences for both locals and tourists. Yacaré Club differentiates with a subscription model that emphasizes exclusivity and community in events and wellness. Eat&Fly Bolivia bridges food and tourism, promoting culinary experiences through travel packages and partnerships that attract a diverse audience.