News and talk shows are very relevant apertures for Colombian consumers as they regularly give credit rates and basic financial information through these shows. The difference we made was surprising the audience with a very different format in spaces where credit and financial information was definitely relevant as part of this shows content.

Presenting to Colombians the advantages of having their own home using the CPT mortgage instead of living in a rented place.

Ten days after the media launch ,we obtained more than 45,385 visits to Bancolombia's website, and received more than 18,784 phone calls in the call centre. About 3,481 prospects were given an appointment for personalised attention. Media covered the campaign extensively.We generated relevant word of mouth about the service.

We made the most of differentiated and highly impactful formats.We surprised the audience showing that part of the programme set could be lost, which is the same thing that can happen to anybody when renting instead of owing a home.

There is a powerful insight in Colombians about having their own home. It is a popular saying that having your own home is not being rich but not having it is being very poor. We wanted to demonstrate it to Colombians in an impactful and original way. That is the reason why we decided to portray it by taking elements from the TV shows´ sets.