How can you tell people to save when you are actually spending money on doing so? The best way to deliver this message is by setting an example. That's the true essence of this idea. These were not simple radio spots. Instead, these ads were delivered during live calls to the hottest radio shows. Each ad was delivered through an organic call and, in a very casual way, told people about how easy saving could actually be. So easy that even Banco Nacional, the biggest bank in Central America was able to do so by not spending money on a spot. The ads also told people about the bank’s savings account and encouraged them to open one.

Radio shows that take live calls are still very popular in Costa Rica, especially when they are targeted to young people. Some take calls and others play audio messages in Whatsapp. With this campaign, we used both of them as a tool to deliver our message instead of using regular spots during those same shows' commercial breaks.

Banco Nacional has a call center, and we had some of its people making the scripted calls or Whatsapp messages. We delivered the same scripted ad on each call, thus strenghtening the campaign's core message.

Radio Host: Mañanero 40, morning!?Call Center: Hello, I just called to make a free ad for Banco Nacional and show that saving money is really easy, open your savings account, thanks!.

Radio host: (Laughing) Didn’t know they were doing this now. ?Second radio host: He’s missing a brain, I mean, he’s missing air on his brain. ?Third radio host: I didn’t get a thing. ?Second radio host: But I mean, the guy works for the bank??Radio host: I don’t know, has to be that.