Davivienda Bank Promo, Case study THE CORRESPONDENT by Starcom Bogota

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THE CORRESPONDENT

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market Colombia
Agency Starcom Bogota
Creative Director Fernando Hernandez
Released June 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: DAVIVIENDA
Product/Service: BANK
Date of First Appearance: Jun 9 2010
Entrant Company: STARCOM MEDIAVEST COLOMBIA, Bogotá, COLOMBIA
Entry URL: http://www.elcorresponsal.com.co/
Account Director: Ángela Guerrero (Starcom)
Planner: Jaime Cardona (Starcom)
Human Experience Strategy: Elena Yepes (Starcom)
Strategy and Innovation Director: David Rodríguez (Starcom)
Digital Director: Paula Gaviria (Starcom)
Digital Planner: Andrés Moreno (Starcom)
Creative Director: Fernando Hernández (Leo Burnett)
Account Executive: Carolina Ocampo (Leo Burnett)
Media placement: TV Campaing - 21 Spots - Caracol - RCN - 9 June 2010
Media placement: Internet - Web Site - Internet URL Elcorresponsal.com.co - 9 June 2010
Media placement: Internet - Display - Golgolgol - Caracoltv - Eltiempo - Futbolred - Yahoo - Elespectador - Semana - Fox Sports - Soho - 9 June 2010
Media placement: Internet - Facebook - Facebook - Facebook Ads - 9 June 2010
Media placement: Internet - Twitter - Twitter - 9 June 2010
Media placement: Internet - SEM - AdWords Google - Display Network - 9 June 2010
Media placement: Internet - MSN - Skin Site MSN - 9 June 2010
Media placement: Radio - Caracol - RCN - Antena2 - Candela - LaZ - 9 June 2010
Media placement: Internet - 6 Spots - YouTube - 11 June 2010

Insights, Strategy & the Idea
In the summer of 2010, Davivienda set out to prove a financial institution could be fun, using the World Cup – and the frenzy surrounding it – to do so. Though Colombia’s team failed to qualify for the tournament, the football loving nation still followed the proceedings through extra tournament activities, such as Shakira’s singing or Paul the Octopus’ predictions.
Without a team in the hunt, Colombians looked to the World Cup as an escape, searching for fun tips and experiences to share with friends or family. To prove it could be just as fun, Davivienda created a viral campaign played off of the fun of the World Cup, while leveraging our overall positioning that, in banking, having your money in the right place at the right time is of upmost importance.

Creative Execution
We created a hapless news reporter who – while covering the World Cup – was always in the wrong place at the wrong time. Our first segment depicted the reporter in Cuzco, two days before the tournament’s official opening. Clearly, our character was someone out-of-step with the news of the day.
Our videos were created with specific cues making them easily found via search and other Web discovery vehicles (social, etc.). Our intention was to have them picked up and passed on. (Which they were: the “stories” were quickly picked up and promoted through various media outlets, including football shows, and on major radio stations). Interactive banners allowed users the chance to put a “voodoo hex” on our reporter to ensure he continued his wayward reporting. An extensive social media effort (which included Twittering jokes around our brand position), kept the campaign top-of-mind throughout the tournament.

Results and Effectiveness
Our reporter and his message of fun resonated with Colombians:
• Ad awareness increased from 9 to 20 points, achieving the same level as Coca-Cola, who was a global sponsor of the World Cup.
• 81% of Colombians talked about the campaign with friends, family and colleagues.
• 48% of consumers forwarded the ads to broader contact lists.
• Web site hits totaled more than 6.5 million during the World Cup.
• Videos viewed more than 6 million times on YouTube.
• Facebook Groups: More than 70 concerning our reporter with more than 250,000 (total members)
• Television appearances generated more than $500,000 in free media.