Banco Av Villas DM SECOND by Sancho BBDO Bogota

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SECOND

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Industry Banking & Financial Services
Media Direct marketing
Market Colombia
Agency Sancho BBDO Bogota
Released October 2010

Credits & Description

Category: Best Low Budget Campaign
Advertiser: BANCO AV VILLAS
Product/Service: VIRTUAL OFFICE
Agency: SANCHO BBDO
Date of First Appearance: Oct 4 2010
Entrant Company: SANCHO BBDO, Bogotá, COLOMBIA
Entry URL: http://nuncallegodeprimeras.blogspot.com/
Chief Creative Officer: Giovanni Martínez (Sancho BBDO)
Chief Creative Officer: Hugo Corredor (Sancho BBDO)
Creative / Art Director / Copywriter: Sancho Creatives (Sancho BBDO)
Media placement: Blog - Blog Internet - 4 Oct 2010
Media placement: Social Network - Facebook - 4 Oct 2010
Describe the brief/objective of the direct campaign.
BRIEF/OBJECTIVE: Launch AV Villas Bank's new virtual office, looking for new clients amongst users that regularly surf the internet. 3000 visits were expected.
STRATEGY: Make it appear evident for our target, that going to the bank and never being first in line is uncomfortable and annoying, as well as waiting to be served or simply stepping out of home.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a character called "SEGUNDO* Antonio Marroquín" (Second Anthony Marroquín) who, through his blog, expressed what it meant to always be second. Second never talked about the bank and people identified themselves with his cause, which is what we were looking for. The bank only had to say one thing: In AV Villas Bank's virtual office everyone can be first. No lines, no long waits, no going to the bank.
*In Colombia, Second is a very common name.
Advertising the blog using internet banners, we got our message across.
Explain why the creative execution was relevant to the product or service.
Rejection towards banks is on the rise. Therefore creating a character called Second, real and approachable that would reflect everything people felt when they were at the bank, was the best strategy so consumers wouldn't reject the communication. Communicating the idea through a blog, a Facebook profile and a Twitter account was the shortest way to to reach the clients the bank needed.
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.
3700 friends on Facebook, 1200 followers on Twitter, his blog was visited in more than 10 countries. More than 12.000 interactions between Facebook, the blog and Twitter in a two month campaign, show the degree of acceptance people had with Second's story.
A 21000 dollar investment on the bank's behalf, accomplished the most important objective: they expected 3000, but it was 45566 people that visited the bank's virtual office after it's opening.
The request for passive products and transactions increased 233%
The request for active products exceeded 1250%
No lines, No long waits, No going to the bank