PHOTO ALBUM by Pages BBDO Santo Domingo, Proximity Dominicana for Banco Popular De Puerto Rico

PHOTO ALBUM

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Industry Banking, Banking & Financial Services
Media Direct marketing
Market Dominican Republic
Agency Pages BBDO Santo Domingo
Creative Director Marino Peña
Art Director Julio Miguel Sarkiz Andery
Agency Proximity Dominicana
Released February 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: POPULAR BANK
Product/Service: VACATION LOANS
Agency: PAGÉS BBDO
Agency: PROXIMITY DOMINICANA
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: PAGÉS BBDO, Santo Domingo, DOMINICAN REPUBLIC
Vice President / General Creative Director: Rodolfo Borrell (Pages BBDO)
Creative Director: Marino Peña (Pages BBDO)
Art Director: Julio (Pages BBDO)
Copy: Lissette Guzman (Pages BBDO)
Account Executive: Mahogany Armentero (Pages BBDO)
Account Director: Sandra Cividenes (Pages BBDO)
Media placement: Direct M. - Malls - 1 March 2009

Describe the brief/objective of the direct campaign.
Our client, Banco Popular, the largest bank in the Dominican Republic, asked us for a direct marketing idea to relaunch their vacation loan programs and attract new clients, using a minimum budget of 1,200,000 pesos (approximately 36,000 dollars). For years, the bank has relied on traditional boring brochures or corporate newsletters. We wanted to break through this traditional marketing clutter and create an emotional connection with our target by giving them something surprising and unexpected.

Explain why the creative execution was relevant to the product or service.
The relevance of the creative execution of our product was that it allowed people to escape from the routine and put them in a place they wanted to be in. This made them see for themselves how they would look and feel when living this wonderful experience. The idea also had the advantage that people wouldn't throw it away but would share it with friends and family, giving even more promotion to Banco Popular. The hot line that was included in the album was specifically used for the purpose of vacation loans and offered real solutions to make their vacation true.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created stands in malls that simulated the opening of a photo studio. Free photo albums were offered and trips were being raffled as promotional gift. People took their pictures and filled a form. A few days later, they received their album in the mail. When opened, they discovered it represented their chosen destination, with 15 of their pictures where the background was replaced with images from their dream vacation. On the last page people discovered that the album actually came from a bank. A message with the Hot Line read “We can help you make this happen” .

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The bank benefit from an increase of its database and a 15% growth in vacation loans. Because people shared their photo albums with others, many who didn’t receive them directly also approached the bank to request a vacation loan. The good thing about this promotional idea was that people who received the photo albums didn’t feel like the bank was selling them a product.