Cannes Lions

BED SHEET BILLBOARDS

J. WALTER THOMPSON COLOMBIA, Bogota / BANCO CAJA SOCIAL / 2015

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Overview

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Credits

Overview

Description

Banco Caja Social is one of Colombian´s largest banks, But this year we set ourselves a new goal: our purpose was to help low income families progress by bringing them into the banking system. The reality is that these families are very skeptical about the banking institution and they believe that is not for them, that it is only for rich people. They know about the bank, but they would never approach us, so we had to go to them and change this belief by showing them that they could also be part of the banking system and enjoy the benefits of a savings account. we noticed that these families' homes are all next to one another on the mountain side, and their laundry lines were visible from highways and different points of the city. This gave us a perfect platform to promote the bank´s Saving Account-Plans: By transforming their terrace into a new media for us, and a new form of income for them.

We negotiated with the families and the ones that accepted to partner with us had to open a savings account, and were paid into their new account for the usage of their terrace, just like a media owner.

We gave them beautifully designed bed sheets, on one side a beautiful pattern and on the other a message from the bank. Each message was personalized to reflect the goal of that families saving plan. Every time they hung their laundry we got a billboard and they got more savings.

Execution

We negotiated with the families to let us use their terrace, the families that accepted to partner with us had to open a savings account, and were paid into their new account for the usage of their terrace, just like a media owner.

We gave them beautifully designed bed sheets that on one side had a beautiful pattern and on the other a message from the bank. Each message was personalized to reflect the goal of that families saving plan. So every time they hung their laundry we would get a billboard and they would get more savings. The campaign ran according to the original plan.

Outcome

We created a new media where traditional media doesn't exist. The idea created a big exposure for the bank´s philosophy and there Saving Account Plans through different media channels, helping grow good will through social media, press and entertainment sites. The bank reported an increase in new clients that had never been part of the banking system. in the end we created a new way to advertise. A new way of saving. A new way of banking that helps those who need it the most. Encouraging people around these neighborhoods to become part of the bank's savings account plans.

Our biggest results were increasing new clients for the bank that have never been part of the banking system. In these poor neighborhoods less than 1% of the people that live in them have a banking account. Our goal was not to come out in the news it was to start a conversation in these neighborhoods where traditional advertising does not exist and don’t care for news and social media, our action got people to talk to each other, neighbor to neighbor about the banks saving account plans. Yes we did get people to talk about the idea in social media and specialize publication on banking and money but this was organic it was not paid media. Our sole purpose was to ignite the conversation in these neighborhoods that they can better their life’s throw the banks saving account plans. In the end the bank reported in the first two weeks an 11% in new clients. We cant measure how many conversation where created in the neighborhoods, but passing from less than 1% of people that have a relationship with any bank in Colombia to 11% of people who now are new clients because we change there believes and there starting to change there neighbor’s believes, its big. 50 homes accepted the direct and became part of the Bed Sheet Billboards.

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2023, BANCO CAJA SOCIAL

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