Direct > Product/Service
SHACKLETON AD, Madrid / BANCO GALLEGO / 2007
Awards:
Overview
Credits
ClientBriefOrObjective
The conventional finance advertising is showing signs of exhaustion and it is more and more difficult to impact the consumer effectively.
The conclusion of a market analysis of the finance deposits is that there is a great and diverse offer, so it is necessary not only to present a new product, but also to present it as being the best.
From there the objectives were: - Launch a renovated and modernized image of Banco Gallego - Acquire new clients/funds through an investment product.
Outcome
Quantitative: • New clients: 132%/objective• New funds current clients: 157%/objective• over 14.000 YouTube views (409%/objective) • CTR emailing: 7,5% (530%/objective)• 7.738 dowloads (168%/objective)Qualitative:- The main economy newspapers in Spain (Expansión) dedicated a full page with the headline: Banco Gallego reinvented finance advertising” It was also object of other comments: - Using in a conscious way, a true fact from the past, independent and relevant, to associate it with a commercial message and empower the notoriety- A new step diluting the boundaries between reality and fiction - Integrating product and campaign in a unique name: Lopetegui deposit
Solution
During a live Soccer World-Cup program, Julen Lopetegui (Barcelona ex-goalkeeper) fainted. The video of the faint circulated extraordinarily on Youtube, but nobody knew what really happened.
Some months later, Banco Gallego reveals the answer with the campaign “Why Lopetegui fainted” and gives the players’ name to its latest product: Lopetegui depositAfter the real images of the faint, we filmed a new one showing that a sign was raised before him with the claim: "Deposit with up to 10%" We used: - video of the faint- continuation commercial- internet- mailings- radio, print- F2F and events
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