A WOMAN'S STORY by Havas Lisbon for CGD-CAIXA GERAL DE DEPÓSITOS

A WOMAN'S STORY

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Portugal
Agency Havas Lisbon
Released May 2009

Credits & Description

Category: Best Use of Television
Advertiser: CAIXA GERAL DE DEPÓSITOS
Product/Service: WOMEN'S BANKING SERVICES
Agency: HAVAS SPORTS AND ENTERTAINMENT
Agency: HAVAS DIGITAL
Date of First Appearance: May 8 2009 12:00AM
Entrant Company: MPG , Lisbon, PORTUGAL
Entry URL: http://www.caixawoman.pt
Client Manager: Sónia Gomes (MPG)
Strategic Account: Susana Lobo (MPG)
Strategic Account: Sandra Rio (Havas Sports & Entertainment)
Business Developer: Teresa Lopes (Havas Digital)
General Manager: Cristina Mendonça (MPG)
General Manager: Ana Beirao (One to One)
General Manager: José Frade (Havas Digital)
General Manager: Miguel Soares (Havas Sports & Entertainment)
Client Services: Alexandra Passaro (Havas Digital)
Planning: Márcia Silva (Havas Digital)
Media placement: Tv Sponsorship - RTP2 - 1 June 2009
Media placement: Tv Series – Branded Contents - Fox Life - 22 June 2009
Media placement: Press - Happy Woman,Caras,Máxima,Meia-Hora,Edit Mag,Vogue,Executive Digest–Mulher Execut - 25 May 2009
Media placement: Radio (Live-Copies) - Rádio Comercial - 8 May 2009
Media placement: Relatioship Marketing Program - Newsletter - 8 May 2009
Media placement: Digital - Display Campaign: Banners, M-REC, Expandible Half Banner - 15 July 2009
Media placement: Social Media - Facebook- Caixa Woman Group And Profile - 15 June 2009
Media placement: Social Media - Facebook - 3 Characters Profile Of The TV Series (Fox Life) - 15 June 2009

Results and Effectiveness
• Media-first series reached over 900,000 women (16.5% of population) • Online savings and deposits increased 48% • The number of debit cards reached 128% above the objective • 150,900 Unique visitors and +1,200 registrations online • “A Woman’s Story” and the TV sponsorship achieved the second-best TV advertising recall of all CGD campaigns despite media weights 90% lower than usual • 72% awareness and 46% TOM with women 25-44 • Caixa is the only bank in Portugal to have Facebook presence – now a necessity for consumer communication and the 600+ fans will continue to grow with additional online promotions

Creative Execution
Media-first “A Woman’s Story” – a 13-part TV series on Fox Life – revealed the ups and downs in the day-to-day lives of three modern women. Caixa integrations organically brought independent Caixa Women –and their financial questions– to life, making it easier for consumers to relate. But when the storyline captured women’s interest, the characters appealed to their desire for social connections with other women and created their own profiles on Facebook, Twitter and Flickr. On Facebook, each character shared her daily experiences– all in line with the TV series.They also revealed product information, quizzes/prizes and promotions. Twitter engaged with fans and characters posted photos from branded events and behind-the-scenes footage on Flickr. Every month, newsletters/SMS reminders sent upcoming news regarding the series and promotions. Media drove to custom www.caixawoman.pt site and opt-ins provided exclusive information/offers and print (weekly/monthly female magazines) continued the conversation editorially on the best financial solutions.

Insights, Strategy & the Idea
Future Foundation predicts that by 2020, women are estimated to overtake men as main financial decision-makers. Caixa Geral de Depósitos, the largest Portuguese financial institution, is the first bank to foresee this trend and developed products/services specifically for women: Caixa Woman Solutions (CWS). Women often have their own needs/goals when it comes to banking, but male-focus approach continues to get it wrong.To launch CWS and obtain high levels of online deposits and savings we needed to understand and actively engage women: - They view financial products differently than men and use them according to life stages and financial situations, but you need to speak to women as equals - Limiting jargon, the right tone and debunking frivolous stereotypes about women and money are a must - Also, women base trust on interactions with family/friends not banks As such, we turned current clients into ambassadors and injected women with familiar experiences.