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In 2025, Banco de Crédito del Perú celebrated its 136th anniversary and wanted to mark the occasion in a big way. To do so, the bank hid 136 plush guinea pigs—each containing a different prize—across various locations throughout the country, launching an unprecedented nationwide “cuy hunt.” Followers eagerly tracked the clues through the bank’s social media channels and immediately flooded the streets in search of their prize-winning cuy.
The campaign quickly became a national trend, and social media engagement reached record-breaking levels for the brand, connecting with Peruvians through a simple, highly shareable game.