Bancolombia DM THE NAKED MIND by Tribal DDB Bogota

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Industry Banking, Banking & Financial Services
Media Direct marketing
Market Colombia
Agency Tribal DDB Bogota
Art Director Juan Camilo Escobar, Julian Urrego - Alfonso Diaz -Rodrigo Bolivar
Copywriter Sandra Milena Martínez, Jaime Andres Pulgarin
Released September 2009

Credits & Description

Category: Financial Products & Services
Date of First Appearance: Sep 17 2009 12:00AM
Entrant Company: TRIBAL DDB COLOMBIA, Medellin, COLOMBIA
Entry URL:
Creative Director: Rodrigo Bolívar (Tribal DDB Colombia)
Art Director: Juan Camilo Escobar (Tribal DDB Colombia)
Executive Director: Diana Serna (Tribal DDB Colombia)
Copywriter: Sandra Milena Martínez (Tribal DDB Colombia)
Web Arquitect: Jose Villada (Tribal DDB Colombia)
Web Designer: Juan Guillermo Saldarriaga (Tribal DDB Colombia)
Art Director: Rodrigo Bolívar (Tribal DDB Colombia)
Copywriter: Jaime Andrés Pulgarín (DBB Colombia)
Media placement: Mail Blast - Internet - 17 Sept 2010
Media placement: Viral Video - Web Server - 17 Sept 2010
Media placement: Website - - 17 Sept 2010

Describe the brief/objective of the direct campaign.
Though main Colombian companies were current Bancolombia's clients, the largest bank in the country, they didn't count with its account managers to raise their financial strategies. Our goal was to show them that 2 brains think better than one, and that they could count with Bancolombia's account managers to work as a team.

Explain why the creative execution was relevant to the product or service.
As the most important financial institution in Colombia, Bancolombia takes on the responsibility of supporting the country’s growth. The ad; Naked Mind allowed the brand to establish a closer relationship between its account managers and the top executives of the various companies that are part of the current portfolio of clients. They started working as a team which resulted in the development of financial strategies that helped generate growth in these companies and consequently in the country.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We discovered that challenging top executives with exercises made for breaking mental patterns, was a good way to get their attention and show them that working with the bank account managers as a team would help them to find new solutions and strategies for their business, that perhaps weren’t so obvious at first sight. That´s how The naked mind was born, a video series that left the feeling that working alongside clients to find opportunities on their businesses, is Bancolombia’s business.

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.
Each account manager sent their clients a personal e-mail with one of the exercises, contacting approximately 5.000 clients. The site had almost 1 million visits and 83% of users rated it as very interesting.