THOSE WHO REMAIN by Vale Euro Rscg Mexico for Bancomer

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Mexico
Agency Vale Euro Rscg Mexico
Released September 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: BANCOMER
Product/Service: SCHOLARSHIPS
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: GRUPO VALE EURO RSCG, Mexico City, MEXICO
Entry URL:
Communications Strategy & Implementation: Nicolas Vale (Grupo Vale Euro RSCG)
Communications Strategy & Implementation: Martha Sosa (La Sombra del Guayabo)
Media placement: Radio Interviews - ACIR, Televisa Radio, W Radio, Imer, MVS Radio, IMAGEN Radio, Radio Formula, Ibe - 1 September 2009
Media placement: Magazines - Proceso, Milenio, Chilango, GQ, Seventeen, Esquire, Deep, Quien, Cinemania, Gato - 1 September 2009
Media placement: Traditional Mail Insert - Bancomer Data Base - 1 September 2009
Media placement: Press - LA Times, Variety, Reforma, Universal, La Jornada, Excelsior, Uno Mas Uno, El So - 1 September 2009
Media placement: TV Campaign - Open TV - 1 September 2009
Media placement: Conmemorative Book VIP Events - Private Events - 1 September 2009
Media placement: Private Exhibitions - Bancomer Instalations - 1 September 2009
Media placement: Movie Trailer - Theaters - 1 September 2009
Media placement: Outdoors - IMU, Billboards, Bus Stops, Bus, Bancomer Instalations - 1 September 2009
Media placement: Internet - Terra, EsMas, Prodigy, El Financier On Line, Notimex, Quien, Excelsior On Line - 1 September 2009

Results and Effectiveness
It transformed the perception that other Banking Institutions, the Government and customers had of Bancomer. It has increased the commitment from the bank to issues of immigration and it is also helping to open US as a market for Latino customers. The film was handheld from Mexico´s First Lady to all the First ladies at the G8 Meeting in Rome. In terms of image, a good example is that the film has 7 international awards. Bancomer has been invited to all major events about education and migration issues, as a reference of their Social Responsibility Programme.

Creative Execution
We knew that the objective wouldn’t be achieved with 20 second spots. We proposed a piece of communication that created enough word of mouth at every level of society: families living in immigration situations, the press, politicians, opinionated leaders, etc. This is the first time ever that a banking institution (or any client) produces a feature film that is only interested about creating awareness about a social issue. The campaign was based into a launch movie that contains our messages. We used all the traditional media channels, even the Bank installations, to create awareness.

Insights, Strategy & the Idea
In Mexico, millions of men leave their families behind to pursue the quest for a better income in the United States. As a bank, the target is open but always the people see that bank institution as a company focus to earn money, our position is introduce a different side of a Bank, the side who is worried about the future of those who remain. BBVA Bancomer Foundation has developed a scholarship programme for the children who stay behind in Mexico. The Challenge was to introduce in the minds of Mexican people the commitment that BBVA Bancomer has towards this issue and also to become a reference for helping children finish school in this country, through BBVA Bancomer Foundation. The ultimate goal is to raise awareness in the public agenda about the situation that these families live in.