Cannes Lions

LIDER BANK

AFTERSHARE.TV, Barcelona / BBVA / 2009

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Overview

Entries

Credits

Overview

Execution

We created The Day of Your Life, a total experience in nerves, tension and expectation.An action in which, during the half-time of a real first division match, Espanyol (from Barcelona) – Real Madrid for instance, four bank clients, chosen in a draw among those who have increased their account balance or their card usage, are about to shoot from centre-field, with no goal keeper, and with 60,000 Euros in play (or more, if the prize money has accumulated over the previous weeks).And with the pressure of 40,000 people holding their breath in the stadium, and millions more throughout the country.

Outcome

Over 70,000 people were monitored during four months leaving their bank with a smile on their faces, quite a feat in these times of recession.Thousands of clients (and non-clients) playing in the street.BBVA, scoring 47%, 15% of increase, in aided awareness of companies sponsoring sports events, comes second only to Coca-Cola and before Adidas.It also ranks first among Spanish banks, with a 66% score in spontaneous awareness, and scores 20% in the regular use of “Liga BBVA” to refer to the Spanish Football League.

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Paychecks

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Paychecks

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