ADOPT A TREE by DDB Medellin, Tribal DDB Bogota for Bancolombia

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ADOPT A TREE

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Industry Banking
Media Direct marketing
Market Colombia
Agency DDB Medellin
Art Director Juan Camilo Escobar
Copywriter Sandra Milena Martínez, Julian Urrego - Alfonso Diaz -Rodrigo Bolivar
Agency Tribal DDB Bogota
Released October 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: BANCOLOMBIA
Product/Service: ONLINE SERVICES - VIRTUAL STATEMENT
Agency: TRIBAL DDB COLOMBIA
Agency: DDB COLOMBIA
Date of First Appearance: Oct 6 2009 12:00AM
Entrant Company: TRIBAL DDB COLOMBIA, Medellin, COLOMBIA
Entry URL: http://paginasenlinea.com/bancolombia/bancolombia_verde/
Creative Director: Rodrigo Bolívar (Tribal DDB Colombia)
Art Director: Juan Camilo Escobar (Tribal DDB Colombia)
Executive Management: Diana Serna (Tribal DDB Colombia)
Copywriter: Sandra Milena Martínez (Tribal DDB Colombia)
Web Designer Senior: Juliana Rúa (Tribal DDB Colombia)
Web Designer: José Villada (Tribal DDB Colombia)
Web Designer: Juan Guillermo Saldarriaga (Tribal DDB Colombia)
Web Designer: David Echavarría (Tribal DDB Colombia)
Web Designer: Juliana Vidales (Tribal DDB Colombia)
Web Designer: Carlos Aristizábal (Tribal DDB Colombia)
Development Engeneer: Juan Luis Gómez (Tribal DDB Colombia)
Development Engeneer: David Gómez (Tribal DDB Colombia)
Social Media: Camila Toro (Tribal DDB Colombia)
Executive Management: Sara Arango (Tribal DDB Colombia)
Copywriter: Julián urrego (Tribal DDB Colombia)
Media placement: Online Ad - Www.bancolombia.com - 06 Oct 2009
Media placement: Website - Www.bancolombia.com/verde - 06 Oct 2009
Media placement: Fanpage Facebook - Www.facebook.com/grupobancolombiaverde - 06 Oct 2009
Media placement: Profile Twitter - Www.twitter.com/adoptaunarbol - 06 Oct 2009
Media placement: Online Ad - Www.msn.com - 05 Mar 2010
Media placement: Tab Facebook - Www.facebook.com/grupobancolombiaverde - 05 Mar 2010
Media placement: Wallpaper Aplication - Www.facebook.com/grupobancolombiaverde - 05 Mar 2010
Media placement: Custumer Pictures Aplication - Www.facebook.com/grupobancolombiaverde - 05 Mar 2010

Describe the brief/objective of the direct campaign.
Every year, Bancolombia printed around 14 million statements for its clients which was costing them a lot of money and wasting a lot of paper. Forcing clients to receive their statements virtually rather than by mail was out of the question, so the challenge was to find a way to make them want to do it voluntarily.

Explain why the creative execution was relevant to the product or service.
As a leading brand in the country, Bancolombia feels the responsibility to promote initiatives that generate learning and contribute to the general growth of Colombia. In thos case Adopt a tree, We'll take care of it for you, marked a tendency towards ecological awareness. The link we generated between trees and their parents, keeps people sensitive towards environmental causes.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to create a cause Adopt a tree, we'll take care of it for you. For each 5 people that kept consulting their extracts through the virtual office a tree would be plant. Giving trees in adoption, would differentiate us from other reforestation campaings. To fulfill this promise, it was necessary to create a link between trees and their parents. So we hired a forest guard who will be in charge to take care of the trees and to inform every body through a Web site, Twitter and Facebook everything that happens and the ambiental impact over the terrain.

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.
So far 110,405 customers have decided to receive their statements via email, which means that 22,081 trees have been adopted. This will help us reduce soil erosion by 20%, increase soil moisture, preserve water, and create a safe habitat for 2 bird species and at least 1 mammal. This also generates an impact on how people perceive the environment.