Banco Hipotecario Case study RACING CLUB OWNER OF ITS SHIRT by Madre

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RACING CLUB OWNER OF ITS SHIRT

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Industry Business equipment & services, Corporate Image
Media Case study
Market Argentina
Agency Madre
Released August 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: BANCO HIPOTECARIO
Product/Service: SPONSORSHIP CAMPAIGN
Agency: MADRE
Date of First Appearance: Mar 6 2010
Agency: (Madre)
Creative Director: (Madre)
Copywriter: (Madre)
Art Director: (Madre)
Agency Producer: (Madre)
Planner: (Madre)
Media placement: PRINT - Newspaper & Magazines - 08/03/2010
Media placement: SOCIAL MEDIA - FACEBOOK - 08/03/10
Media placement: SPECIAL EVENT - PRESS CONFERENCE - 08/03/10
Media placement: AMBIENT - RACING CLUB STADIUM PERIMETER - 08/03/10

Describe the campaign/entry
At the end of 2009, Hipotecario Bank became the official sponsor of one of the biggest football clubs in Argentina: Racing Club de Avellaneda.
Hipotecario Bank, as its name implies, is a bank that gives mortgage credits. That's where its slogan comes from: Creator of owners.
Our double challenge was then settled: we had to become a sponsor and be consistent with the 'creator of owners' line.
Wanting to act in line with the brand, we reached a risky but logical conclusion: not including any logos on the shirt. Moreover, we decided to print nothing on it. Nothing at all. Thus, both supporters and players would become owners of their shirt. Silly as it may sound, we did it anyway. After all, doesn't the shirt belong to the team and the supporters?

Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign began with print advertising in newspapers, presenting the new initiative of Banco Hipotecario. It followed with the introduction of Racing’s new shirt without any logo, which had an impact on several other media, spontaneously spreading the idea on Facebook.
Finally, we did static advertising in the field, placing billboards around the perimeter of the stadium and, the most important piece of advertising - a shirt with no logo - that appeared in every magazine and sports section.

Give some idea of how successful this campaign/entry was with both client and consumer
The club supporters, as well as supporters of other clubs and the general public positively accepted the idea. Groups were spontaneously created on Facebook with thousands of fans of the new shirt. The club supporters were extremely happy and the rest of the supporters, i.e. the rest of Argentina, kept thinking why their club had not done the same. This strengthened the bond between the bank and its clients and it also created a bond with potential clients.