PIRANHAS by J. Walter Thompson Lima for Interbank

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PIRANHAS

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Industry Banking & Financial Services
Media Promo & PR
Market Peru
Agency J. Walter Thompson Lima
Creative Director Moises Urrutia, Fernando Iyo, Tin Sanchez
Producer Coco Irei
Editor Jhonatan Lopez
Released February 2010

Credits & Description

Category: Financial Products & Services
Advertiser: INTERBANK
Product/Service: SAVINGS ACCOUNT
Agency: JWT
Date of First Appearance: Feb 10 2010 12:00AM
Entrant Company: JWT, Lima, PERU
Creative Director: Moises Urrutia (JWT)
Creative Director: Fernando Iyo (JWT)
Creative Team: Renzo Vasquez (JWT)
Creative Team: Sergio Franco (JWT)
Planner: Javier Graña (JWT)
Producer: Coco Irei (JWT)
Editor: Jhonatan Lopez (JWT)
Production Company: Dante Effio (7 Samurai)
Media placement: Activation - Shopping Areas - 10 February 2010

Describe the objective of the promotion.
To show that no matter what, your money will be safe at Interbank.

Describe how the promotion developed from concept to implementation
'Your money, safe in Interbank'; that was the concept. From that point, the objective was to show how safe your money can be in our bank, so we installed fish tanks with money inside them. Apparently, it was easy to take the money out, but people didn't know something; we also put the most fierce fish in the amazon inside: piranhas; a kind of fish that can eat a man's hand in only seconds.

Describe the success of the promotion with both client and consumer including some quantifiable results
Hundreds witnessed the activation. The media published many articles about the event. Interbank's reliability rating went up from 24% to 36%, putting us in second place amongst all banks in Perú.

Explain why the method of promotion was most relevant to the product or service
Because people could experience the security aspect of the activation, they didn't take out the money because they were afraid of piranhas. The same thing happens with your money in Interbank; it will be safe, no matter what.