Oriental Bank Direkt THE BANK HEIST DDB Puerto Rico

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THE BANK HEIST

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Branche Banking und Finanzdienstleistungen
Medien Direkt
Markt Puerto Rico
Agentur DDB Puerto Rico
Director Frank Elías
Creative Director Manuel Bordé, Santiago Cuesta
Art Director Héctor Buscaglia, Luis Figueroa, Fabián Laboy, Juan Carlos Lopez
Account Supervisor Tangie Sobrino
Veröffentlicht Oktober 2012

Kredite und Beschreibung

Advertiser: ORIENTAL BANK
Agency: DDB LATINA PUERTO RICO
Category: Retention
Advertising campaign: THE BANK HEIST
Art Director: Fabián Laboy (DDB Latina Puerto Rico)
Director: Frank Elías (1/4 Productions)
VP Production: Loren Li Ortiz (1/4 Productions)
Art Director: Luis Figueroa (DDB Latina Puerto Rico)
Copywriter: Manuel Bordé (DDB Latina Puerto Rico)
Art Director: Héctor Buscaglia (DDB Latina Puerto Rico)
Copywriter: Santiago Cuesta (DDB Latina Puerto Rico)
Planner: Marissa Pujals (DDB Latina Puerto Rico)
Planner: Carolina Rodas (DDB Latina Puerto Rico)
Chief Creative Director: Enrique Renta (DDB Latina Puerto Rico)
VP Managing Director: Edgardo M Rivera (DDB Latina Puerto Rico)
Art Director: Juan Carlos López (DDB Latina Puerto Rico)
Creative Director: Manuel Bordé (DDB Latina Puerto Rico)
Creative Director: Santiago Cuesta (DDB Latina Puerto Rico)
Account Supervisor: Tangie Sobrino (DDB Latina Puerto Rico)

Implementation
We infiltrated actors in the bank's branches, which acted as sales reps from other banks inviting customers to switch from Oriental. Then we used this customer feedback to make mass media, special events and media relations program.

Outcome
As current (Oriental+BBVA) and potential (other banks) clients heard from people like them about Oriental’s strengths, we conquer the main goal of 0% client attrition from both banks during the transaction period.- 1.8 earned media impressions were obtained.- Over $150,000 advertising equivalency in earned media obtained.Media coverage analysis demonstrated that our main messages were covered accurately.In January 2013, Oriental officially acquired BBVA making it the biggest financial transaction in the history of Puerto Rico. All of this without losing a client.

Execution
Against the potential risk of attrition, how can we emphasize our strengths and tell our success history in a reliable way? Letting our satisfied clients become our voice and tell in their own words Oriental’s strengths and success history.

Client Brief Or Objective
TARGETOur target audiences were current clients from both Oriental and BBVA banks.STRATEGYRecent surveys conducted by Oriental showed that satisfaction index among our clients was really high compared with other banks. This was mainly due to the bank's personalized service, no lines in branches and lack of bureaucracy. We saw an opportunity to use this information in our favor but decided it needed to be communicated in the most realistic manner possible to give credibility to our purpose.Let our satisfied clients become our voice and tell in their own words Oriental’s strengths and success history.