Cannes Lions

Trojan Piggy Bank

J. WALTER THOMPSON COLOMBIA, Bogota / BANCO CAJA SOCIAL / 2017

Awards:

2 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

We decided to take advantage of a cultural tradition, turning piggybanks into a direct channel to surprise them on the most relevant moment of the saving process: when the Piggybanks are full..

Piggybanks were intervened at their manufacturing process in different factories, attaching an open bag just below the hole were coins are introduced to collect them as they fall in.

So, as time passed by and piggy banks got full, people broke them finding their savings already package in a deposit bag from the bank with a message to let us help them make there money grow by opening a savings account.

Execution

We negotiated with some of the biggest piggybanks factories in Colombia, intervening their manufacturing process by attaching deposit bags that were open just below the hole where coins are introduced to collect them as they fall in.

So, as time passed by and piggy banks got full, people broke them finding a message that motivated them to open a savings account telling them that we could help them savings grow.

Thousands of ceramic piggybanks where pace nationwide in handicraft fairs, popular retail stores, street vendors and flea markets.

Outcome

The piggy banks were distributed nationwide, and the average of new account openings grew by 19% compere to last year (240,000 new accounts by the piggybank initiative), driven by people that up to that moment were not in the banking system.

Additionally, we have reached almost 1.5 million people through social media and PR gain for the idea, helping them understand that a savings account in our Bank is a better way to see there savings grow and to reach their goals.

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