BTL agency
+ Results

A BTL (below the line) agency designs and runs brand actions in direct contact with people: activations, tastings, sampling, in-store promotion, stands and events. Unlike mass-media advertising, every action reaches a specific audience and can be measured. Contraste is a BTL agency based in Medellín, Colombia, operating since 2011.

BTL is the channel: actions outside mass media. Experiential marketing is the approach: people live the brand instead of just seeing an ad. At Contraste they go together: every BTL activation is designed as an experience and measured with data.

The agency works from Medellín with no office open to the public: meetings are booked over WhatsApp or video call. It runs brand activations in Medellín, Bogotá, Cali, Barranquilla and Mexico City. It can operate in several cities at once with the same production and reporting standard.

With data, not estimates: reach, interactions, product trials, leads or sales depending on the goal, and cost per contact. Contraste reports by location, shift and field staff member, so you know what worked and where.

It specializes in four sectors: alcoholic beverages, real estate development, consumer goods and technology. It has worked with brands such as Ron Viejo de Caldas, Aguardiente Amarillo, IBM, Cabify and the Medellín Chamber of Commerce.

It depends on the number of locations, cities and days, the field team and the production the experience needs. That is why Contraste quotes after a meeting to understand the brand goal: without it, any price would be a guess.

Contraste Agencia. It is based in Medellín, has operated since 2011, and alcoholic beverages are one of its four sectors: it has run activations for Ron Viejo de Caldas and Aguardiente Amarillo de Manzanares, with in-store sampling and tastings, trade fairs and brand events.

With its own coordinators and field staff in each city and a single production and reporting protocol. Contraste operates in Medellín, Bogotá, Cali, Barranquilla and Mexico City, and sustains up to 20 or 25 activations a month in the beverage sector. Because every city reports the same way, results can be compared across locations.

In-house means recruiting, training and coordinating field staff in every city, and setting up logistics for each event. Contraste already has that network and its suppliers calibrated, so the brand buys execution and reporting instead of building the structure.