BANK OF IDEAS by Punto Ogilvy & Mather Montevideo for Santander

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BANK OF IDEAS

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Industry Banking & Financial Services, Business equipment & services, Corporate Image
Media Direct marketing
Market Uruguay
Agency Punto Ogilvy & Mather Montevideo
Creative Director Fernanda Murias, Leonel Delfino
Art Director Javier Gómez De Quero, Martin Cedes
Copywriter María Cóppola
Producer Daniel Beiro - Diego De Luca - Juan Antelo
Released August 2010

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: SANTANDER BANK
Product/Service: HUMAN RESOURCES
Agency: PUNTO OGILVY
Date of First Appearance: Aug 18 2010
Entrant Company: PUNTO OGILVY, Montevideo, URUGUAY
Chief Creative Director: Vartan Chakiyian (Punto Ogilvy)
Creative Director: Fernanda Murias (Punto Ogilvy)
Art Director: Javier Gómez (Punto Ogivly)
Art Director: Martín Cedes (Punto Ogilvy)
Creative Director: Leonel Delfino (Punto Ogilvy)
Copywriter: María Cóppola (Punto Ogilvy)
Producer: Daniel Beiro (Punto Ogilvy)
Producer: Diego de Luca (Punto Ogilvy)
Producer: Juan Antelo (Punto Ogilvy)
Media placement: Tv institutional "growing" - Open TV - 1 july

Describe the brief/objective of the direct campaign.
Last year Santander purchased ABN AMRO Bank, one of the most important, traditional and secure banks in the country. This impressive operation allowed Santander to raise from just another player among many others to become the number one financial institution in the country. But beyond the complex integration process, Human Resources was the key point. The greatest obstacle to overcome was to merge two working teams with opposing cultures.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Instead of choosing the traditional integration event, we decided to create a greater sense of commitment. Without further explanations, a DM piece was sent to each bank employee, asking that they wrote in it any idea that would made everyone grown, either from a personal or institutional standpoint.

Explain why the creative execution was relevant to the product or service.
On the merging day, all the employees where invited to see what they had done together: A simple piece of DM became the largest OOH ever seen in the country. In each window of the emblematic new head office all the phrases where plotted and a message was added for the clients:
"With our ideas we built the most important bank in the country. Imagine what we can build with yours". Finally, the employees made their first great project together: With their ideas, they created a new bank.

A few feet away, our clients could find a telescope.

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 repercussions in spontaneous amplification on the media surpassed the investment. But more importantly, the employees showed a great commitment towards the proposal, and we achieve this great result: the staff turnover was less than the average annual turnover of the entity.