Updated · August 2026
In summary
enelBlanco is a BTL/IRL agency in Chile that designs and executes brand activations, field brand ambassadors and OOH presence, and measures every action with Field Intelligence (field data capture + AI processing). With 12 years of experience and 830+ campaigns delivered, it also has access to more than 124 million monthly contacts in Chile through its alliance with Massiva (Metro, street furniture, airports, malls and supermarkets).
What is BTL/IRL?
- BTL (Below The Line)
- It's marketing that doesn't use traditional mass media — television, radio, press — but direct, targeted actions aimed at a specific audience: activations, booths, sampling, events and brand experiences at the point of sale or in public spaces.
- IRL (In Real Life)
- It's the term that describes any brand interaction that happens in the physical world, face to face with the consumer, as opposed to interactions that happen on screens and digital media.
- BTL/IRL at enelBlanco
- It's the union of both concepts: everything your brand does in front of the real consumer —on the street, at the mall, at the event or the point of sale— carried out by our in-house team and, unlike traditional BTL, measured with data through our Field Intelligence.
Our BTL/IRL service
We cover the full activation cycle, with our own team from start to finish.
- Brand activations: interactive booths, sampling and experiences that put the product in front of the real consumer.
- Trained brand ambassadors and BTL teams: 360 brand ambassadors coordinated in real time throughout the activation.
- Mobile LED truck: a traveling brand presence for events, launches and tours across districts.
- Nationwide OOH presence via Massiva: Metro, street furniture, airports, malls and supermarkets across Chile.
- Trade fairs and corporate events: exhibition booths, conventions and product launches.
- Point-of-sale / retail activations: experiences designed for the exact moment of the purchase decision.
We activate in the field. We measure like digital.
Traditional BTL leaves photos and a feeling. Ours leaves actionable data: field staff, analyzed interaction records and AI dashboards that connect every action to the client's business KPIs. We call that Field Intelligence, and it's the layer that runs through every activation we execute.
| Case | What was activated | What was measured |
|---|---|---|
| Visa · Pago Ágil | Activation in the Santiago Metro | 140+ field staff · 1,643+ records analyzed · AI dashboard |
| Adidas Runners | Santiago Marathon | AI photo platform · facial and bib recognition · high download conversion |
| Crush | Activation at Baquedano Metro | Mass-audience impact in a high-footfall location |
OOH presence across Chile, via Massiva
Your brand active in the highest-traffic environments in the country, without managing permits separately.
+124,000,000 total contacts per month in Chile
From idea to report, in five steps
Diagnosis
We understand your business goal, not just the activation format.
Design
We define the format, location and team: booth, LED truck, OOH or point of sale.
Execution
Our own team in the field, coordinated in real time throughout the activation.
Capture
We record real behavior and interaction with field staff and our own technology.
Report
We deliver Field Intelligence: data that proves what worked and why.
Industries where BTL/IRL performs best
Retail and mass consumption
Sampling, point of sale and mall activations to speed up the purchase decision.
Banking, fintech and insurance
Educational activations in high-traffic environments, like the Visa case in the Metro.
Sports and health
Mass events with data capture via computer vision, like Adidas Runners.
Automotive
Launches and brand experiences that combine field activation and video content.
Beverages and entertainment
High-impact activations in mass-traffic locations, like the Crush case.
Corporate and institutional
Trade fairs, conventions and launches with full production and logistics.
Everything about BTL, IRL and activations in Chile
What is a BTL activation?
A BTL (Below The Line) activation is a direct, targeted marketing action — a booth, sampling, an interactive experience or field brand ambassadors — that connects a brand with its consumer face to face, unlike mass advertising on TV, radio or in the press.
What's the difference between BTL and ATL?
ATL (Above The Line) uses mass media like TV, radio and the press to reach broad audiences. BTL (Below The Line) uses direct, targeted actions — activations, booths, events, point of sale — aimed at a specific audience, with real interaction and results that are easier to measure.
What does IRL mean in marketing?
IRL stands for "In Real Life". In marketing, it describes any brand interaction that happens in the physical world — an activation, an event, a point of sale — as opposed to interactions that happen on screens and digital media.
How much does a BTL activation cost in Chile?
The cost varies depending on the format (booth, LED truck, sampling, OOH presence), the duration, the number of locations and the size of the brand ambassador team required. We quote each project on a custom basis and reply with a proposal in under 72 hours.
How does enelBlanco measure the results of a BTL activation?
Through Field Intelligence: field staff, analyzed interaction records and AI dashboards that connect every action to the client's business KPIs. The Visa Pago Ágil case, for example, generated 1,643+ records analyzed from 140+ field staff in the Santiago Metro.
Does enelBlanco do BTL across all of Chile, or just in Santiago?
We run BTL/IRL activations in Santiago and across the regions. Through our alliance with Massiva, we also have access to more than 124 million monthly contacts on the Metro, street furniture, airports, malls and supermarkets nationwide.