Banco Hipotecario Promo OWNER OF ITS SHIRT by Madre

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Industry Banking, Banking & Financial Services
Media Promo & PR
Market Argentina
Agency Madre
Released January 2010

Credits & Description

Category: Financial Products & Services
Agency: MADRE
Date of First Appearance: Jan 11 2010 12:00AM
Entrant Company: MADRE, Buenos Aires, ARGENTINA
: Advertising Agency (Madre)
: Executive Creative Director (Madre)
: Creative Director (Madre)
: Copywriter (Madre)
: Art Director (Madre)
: Agency Producer (Madre)
Media placement: Launch Event - PR (Press Conference) - 8 January 2010
Media placement: Print Advertising - Clarin Newspaper, Olé (Sport Magazine) - 11 January 2010
Media placement: Billboards - Stadium (Racing Club) - 23 January 2010
Media placement: Led Advertising - Stadium Perimeter - 23 January 2010
Media placement: TV (Banners) - All TV Transmission Of Torneo Clausura 2010 (AFA) - 23 January 2010
Media placement: Press Advertising - TV & On Line Newspapers - 8 January 2010

Describe the objective of the promotion.
At the end of 2009, Hipotecario Bank had the opportunity to be introduced to the world of football. Considering what football means in Argentina, such opportunity could not be missed. So, the bank decided to become the official sponsor of one of the biggest football clubs in Argentina: Racing Club de Avellaneda. Hipotecario Bank, as its name implies, is a bank that gives mortgage credits. That’s where its slogan comes from: Creator of owners. Our double challenge was then settled: we had to become a sponsor and be consistent with the “creator of owners” line.

Describe how the promotion developed from concept to implementation
Wanting to act in line with the brand, we reached a risky but logic conclusion: not including any logos on the shirt. Moreover, we decided to print nothing on it. Nothing at all. Thus, both supporters and players would become owners of their shirt. Silly as it may sound, we did it anyway. After all, doesn’t the shirt belong to the team and the supporters?

Describe the success of the promotion with both client and consumer including some quantifiable results
Three Facebook groups were spontaneously created, with thousands of fans of the new shirt. All the supporters of the third biggest football team in Argentina appreciated the brand’s effort to give the shirt back to the team. And the fans from all other teams wondered: why hasn’t my team done the same thing? Hipotecario Bank has become the first sponsor ever to be acknowledged by the supporters for the respect it showed for a team and its shirt.

Explain why the method of promotion was most relevant to the product or service
We had a really nice idea: a sponsor free shirt, which had a sponsor: the Hipotecario bank. We announced this in a press conference, we made billboards in the stadium, outdoor and print ads, and banners in every match. Paradoxically, not being on the shirt allowed us to be in many other media. The news appeared on TV and radio programmes, newspapers, websites and wherever anyone understood how beautiful a sponsor free shirt can be.