Cannes Lions

BANKING

LEO BURNETT COLOMBIA, Bogota / DAVIVIENDA BANK / 2011

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Description

CONTEXT: Since 1994, Davivienda Bank has used humour for its advertising campaigns, based on the concept: You could be caught in the wrong place, your money shouldn't. Bring it to Davivienda. TASK: Create a campaign to reinforce the concept of the bank during soccer world cup South Africa 2010. THE SITUATION: How can a local bank steal the show of the Soccer World Cup while competing with global brands such as Nike, Adidas, Coca Cola, and their huge budgets?

Execution

We created a reporter, ("The Correspondent"), who "travelled" to South Africa to broadcast from there as a regular journalist, but always been caught in funny situations been always victim of bad luck and been always "caught in the wrong place" (as the concept of the brand).

We aired our TV spots during the half time of every game so it looked like a genuine sports news report, not an advert. People thought it was a real journalist broadcasting from the World Cup.Then, a blog with exclusive content, radio ads, online ads, You Tube, Facebook, and Twitter were witnesses of a campaign that broke all the Colombian rating records in media and generated a free press of more than 3 million dollars.

Outcome

We broke all the rating records in media and internet. The campaign managed to become familiar to the Colombian audience, who started to talk like the character, to tape themselves imitating him and to create their own content to publish online. Many watched the World Cup just waiting for his reports. It became the most popular ad campaign in Colombia's history. During the world cup the blog had more than 18.000.000 visits. and today the blog has more than 55 million visits, a tally 12 million bigger than Colombia’s total population.

The YouTube official channel positioned as the 34th most seen in the world during June 2010.

When the world cup was over, Davivienda announced their stock auction and became also a financial success thanks to the positioning of the brand. The final result was the private Initial Public Offer with the highest demand in Colombian stock market history, 2,89 Billion dollars.

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