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Cannes Lions 2007 Direct Lion Grand Prix: LOPETEGUI DEPOSIT
| See full size 400x609 px | |
| Released: | June 2007 |
| Brand name: | Cannes Lions 2007  |
Credits:
Type Of Entry: Product/Service
Category: Financial Products & Services
Title: LOPETEGUI DEPOSIT
Advertiser/Client: BANCO GALLEGO
Product/Service: FINANCIAL INVESTMENT
Advertising Agency, City: SHACKLETON, Madrid
Country: SPAIN
DM/Advertising Agency, City: SHACKLETON, Madrid
Country: SPAIN
Category: Financial Products & Services
Title: LOPETEGUI DEPOSIT
Advertiser/Client: BANCO GALLEGO
Product/Service: FINANCIAL INVESTMENT
Advertising Agency, City: SHACKLETON, Madrid
Country: SPAIN
DM/Advertising Agency, City: SHACKLETON, Madrid
Country: SPAIN
Credit Details:
| Name | Position | Company |
| Zaida Vázquez | Account Executive | Shackleton |
| Itxaro Vicuña | Production Manager | Shackleton |
| Manuela Zamora | Audio Productio Manager | Shackleton |
| Iñaki Marti | Online Creative Director | Shackleton |
| Juan Nonzioli | General Creative Director | Shackleton |
| Alfonso Marián | Executive Creative Director | Shackleton |
| Victor Aguilar | Art Director | Shackleton |
| Nacho Guilló | Copywriter | Shackleton |
| Pablo González de la Peña | Art Director | Shackleton |
| Marta Gutiérrez | Account Director | Shackleton |
Brief:
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.
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 deposit
After 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
Result:
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
• 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