Sabadell Banca Privada Print SMALL BOOK OF “CONVERSATIONS ABOUT THE FUTURE” by S Spain

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SMALL BOOK OF “CONVERSATIONS ABOUT THE FUTURE”

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Industry Banking & Financial Services
Media Print, Magazine & Newspaper
Market Spain
Agency S Spain
Released October 2011

Credits & Description

Category: Financial Products & Servcies
Advertiser: BANCO SABADELL
Product/Service: BOOK OF CONVERSATIONS
Agency: S
Media placement: Printed book - bank offices - 17.10.2011

Describe the objective of the promotion.
With the aim of promoting Banco Sabadell’s Customized Future Plans, the entity invited 10 personalities to talk about the future: The football coach, Pep Guardiola, and Fernando Trueba, great Spanish film director. The flamenco singer, Estrella Morente, and the internationally recognized psychiatrist, Luis Rojas Marcos. The Spanish rock star, Loquillo, and Inocencio Arias, versatile Spanish diplomat. The Spanish singer, Luz Casal, and the international actress and daughter of the renowned Charles Chaplin, Geraldine Chaplin. The comedian José Corbacho, and the catalan architect, Oriol Bohigas. A summary of the content of these conversations was collected in the small book of conversations presented here –along with illustrations by M. Yamazaki- and was given as a gift to the customers of Banco Sabadell.

Describe how the promotion developed from concept to implementation.
Challenge
The panorama raised a genuine challenge: an unstable economic situation and uncertainty prompting individuals to prioritise short-term needs, the banking sector’s damaged image, competitors who are very active in advertising, and a range of savings products that could not be differentiated from those of the bank’s competitors.

Objectives
To win new clients.
To establish the loyalty of current clients.
To continue raising awareness of the bank and brand image.
To capitalise on the ‘conversations’ format.
To position Banco Sabadell as a bank for the future that wishes to talk and establish a long-term relationship with clients.


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Explain why the method of promotion was most relevant to the product or service.
Renowned figures from the world of sport (Pep Guardiola), science (Luis Rojas Marcos), film (Fernando Trueba, Geraldine Chaplin), architecture (Oriol Bohigas), music (Luz Casal, Loquillo, Estrella Morente), television (José Corbacho) and diplomacy (Inocencio Arias) were chosen. It was precisely the huge differences among them that provided for the generation of unique, varied and nuance-rich content.

In the talks the figures shared knowledge they have acquired over the years, their dreams come true, unresolved issues, long-term relationships, experience and wisdom.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign was a resounding success and prompted a 38.1% increase in uptake over the previous quarter (and a total of 286,560 new clients in 2011), the bank’s highest ever shares of awareness (over four times the sum awareness of our competitors), quantified advertising of almost €1,000,000, over 1,200,000 views on YouTube and 487,000 entries in Google, and it made the face-to-face format our very own.