Bantrab Bank Design & Branding LUCKY SOAPS CARRIAGES by Leo Burnett Guatemala

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LUCKY SOAPS CARRIAGES

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Industry Banking & Financial Services
Media Design & Branding
Market Guatemala
Agency Leo Burnett Guatemala
Creative Director Ivan Polanco
Designer Fernando Jurado, Alejandro Peters, Pablo Orantes
Producer Juan Pablo Martinez
Photographer Jose Luis Samayoa
Typographer Juan Pablo Gomez
Released June 2011

Credits & Description

Category: Temporary Retail
Advertiser: BANTRAB BANK
Product/Service: BANK
Agency: LEO BURNETT GUATEMALA
Creative Director: Ivan Polanco (Leo Burnett)
General Creative Director: Aviu Polanco (Leo Burnett)
Designer: Alejandro Peters (Leo Burnett)
Producer: Juan Pablo Martinez (Leo Burnett)
Designer: Fernando Jurado (Leo Burnett)
Photographer: Jose Luis Samayoa (Independent)
Typographer: Pablo Gómez (Leo Burnett)
Designer: Pablo Orantes (Leo Burnett)
Media placement: Displays - Parks And Markets - June 23 - August 25 2011
Describe the brief from the client
We needed to launch the Bantrabs Bank renewed micro loans, directed to small borrowers.
Describe the challenges and key objectives
Bantrab is a bank directed to the popular segment, so we took advantage of a popular belief: 'Lucky soaps'. People believe when they bathe with these soaps they attract whatever they desire (love, sexual power or even money).
We created a new line of soaps with an improved and more powerful formula to attract money, after a few days of using the soap our message appeared inside, promoting our micro loans. We wanted to sell these soaps in parks and markets so the challenge was to design an outdoor display that helped us stand out in this places.
Describe how you arrived at the final design
We designed carriages. These carriages would help us display the soaps, but also create a 'lucky' environment around them to attract people.
Give some indication of how successful the outcome was in the market
At the end, we also got lucky with a 14% increase in calls and 7% increase in applications over target. The project was paid in full with the sale of the soaps.