The brand needed to promote its mobile banking services and at the same time attain a position of innovation and modernity through noted media action.

More than 2.3 million people were informed about the service. More than 312,000 unique active users were generated and more than 1,225,000 alerts were sent.

All content from Expansion, the Spanish leader in financial information, was mobilised and offered free for mobiles: real time worldwide market quotes and index, news, blogs, etc. At the same time an agreement was reached with the two biggest operators (Telefonica and Vodafone) to offer a free graphic MMS market alert service. The brand’s presence was strengthened through banners redirecting to Caja Madrid mobile services in the mobile sites and multimedia alerts.Expansion also did a strong campaign in the paper and the website announcing the availability of the financial information services through the mobile thanks to Caja Madrid.

The audience were businessmen and early adopters of mobile services. The objective was to encourage them to use the mobile services of the bank and, at the same time, associate the brand to the financial information Spanish leader by offering the target an innovative and useful service.