To promote ABANCA’S 24 hour loan (24 hour response) we created: “The Day that Never Happened” because, what better way to promote the fastest loan in the market than to give you those 24 hours lost back in an all-expenses-paid trip?

We created a unique experience that took place between Rarotonga and New Zealand, two islands that are a two-hour flight apart, but with almost an entire day's time difference. Travelling between them means travelling through time. To promote this campaign, we disseminated a viral video, used print ads, radio, and we also had our own special correspondent on the island.

• A video explaining the phenomenon and the promotion.

• A website for applying for the loan and taking part in the promo.

• A special correspondent generating content on the social networks from the island.

• A trip in which the winners lived a day that never happened in their diaries, but which they’ll remember for the rest of their lives.

Thanks to a powerful idea, what at first set out to be a traditional bank campaign, typically associated with giving away free car insurance, raffling off a car, offering free cutlery or even vacuum cleaners, became a news item in its own right, driving the “24-hour loan” to increase its sales by 65.94% versus the previous year, making it the biggest selling product in the months of June and August. Source: ABANCA.

Loan applications rose by 65.94%

Over 550% ROI

Thanks to earned media we impacted over 21 million users.

The promotion grabbed the headlines in both the national and advertising industry media.