Bbk Promo SENSACIONES BBK by Disismaineim

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SENSACIONES BBK

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Industry Banking & Financial Services
Media Promo & PR
Market Spain
Agency Disismaineim
Creative Director Jose Javier Andrés, Benito De Miguel
Released August 2010

Credits & Description

Category: Financial Products & Servcies
Advertiser: BBK – BILBAO BIZKAIA KUTXA
Product/Service: BANK
Agency: DISISMAINEIM
Date of First Appearance: Aug 19 2010
Entrant Company: DISISMAINEIM, Madrid, SPAIN
Entry URL: http://concursosbbk.com
Creative Director: Jose Javier Andrés (Disismaineim)
Account Manager: Pedro López (Disismaineim)
Creative Director: Benito de Miguel (Aurman)
Media placement: Contest - Youtube Channel - 19 August 2010
Media placement: Outdoor Campaign - Bilbao - 1 January 2011
Media placement: TV Campaign - EiTB - 1 January 2011

Describe the objective of the promotion.
The main objective of “Sensaciones BBK” was to emphasise the importance of our clients. We wanted to make them understand how relevant they are for us and for our daily work. That is why we decided to turn them into the stars of our campaign, allowing them to express their feelings about a promotional activity. We asked them to create something new, something original, because we wanted to transmit the idea of how special and unique they are for BBK. Besides, we wanted to increase our online presence and to add a sense of proximity to our brand.

Describe how the promotion developed from concept to implementation.
The first stage of our promotion consisted in raffling several 1000 € prizes among the users of our BBK credit card. After they had received their prizes, we asked them to record a short video clip and to upload it to our YouTube channel (this was voluntary). Every person that visited our YouTube channel could vote for his/her favourite video. The winners – the users with the highest number of votes - were given another prize, and they were asked to star in a new campaign: a TV ad with extracts from the videos and a photoshoot for a printed campaign.

Explain why the method of promotion was most relevant to the product or service.
Since our main objective was creating an emotional link with our clients, the best possible way to achieve this was allowing them to create something by themselves, and to value their creativity and their personal talent. We wanted to emphasise the individual personality of every client, and because of that we chose a collaborative and interactive approach that turned out to be immensely successful.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion turned out to be a big success: in a few days we had 25 videos that, up to this day, have received more than 20,000 visits and have generated a really positive feedback for our clients. We have produced a campaign that people value in a positive way: they see a reflection of themselves and the result of this promotion is a reinforcement of our brand and a very popular campaign.