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. Low income families are usually not interested in being a part of the banking system, because they believe that banks are meant for people with money to spare.

After looking closely at our potential clients we noticed that coincidentally their homes are all next to one another on the mountainside, and there 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 there terrace into a new media for us where traditional media doesn´t exist, and a new form of income for them.

Banco Caja Social is one of Colombian´s largest bank. This year we set ourselves a new goal, to help low income families progress by bringing them into the banking system, by promoting are new Saving Account Plans that adapt to there needs. TThis families are very skeptical about the banking institution they believe that is not for them that is only for rich people. They would never approach us, we had to go to them and change this believe by showing them that they too could be part of the banking system and enjoy the benefits of a savings account

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.

This families homes are all next to one another on the mountain side, and there 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 there 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 had to open a savings account, and were paid into there new account for the usage of their terrace, just like a media owner.

We gave them beautifully design bed sheets, on one side a beautiful pattern and on the other a message from the bank. Each message was personalize to reflect the gol of that families saving plan. Every time they hung there laundry we got a billboard (where traditional media doesn´t exist) and they got more savings.