Winners & Shortlists

MANOS SERGIOS

Short List
TitleMANOS SERGIOS
BrandPIRAEUS BANK
Product/ServiceCORPORATE
Category B05. FINANCIAL SERVICES, COMMERCIAL PUBLIC SERVICES, BUSINESS PRODUCTS & SERVICES
Entrant Company THE NEWTONS LABORATORY Athens, GREECE
Advertising Agency THE NEWTONS LABORATORY Athens, GREECE
Media Agency MINDSHARE Chalandri, GREECE
Credits
Name Company Position
Grigoriadis Andreas The Newtons Laboratory Head Creative Director
Godenopoulos Paris The Newtons Laboratory Art Director
Karagianni Dimitra The Newtons Laboratory Art Director
Liapi Atalanti The Newtons Laboratory Copywriter
Papadopoulos Vassilis The Newtons Laboratory Art Director
Vafea Sandra The Newtons Laboratory Copywriter
Theodorakopoulos Giorgos Copywriter
Rebelos Athanasios The Newtons Laboratory
Rammos Apostolos The Newtons Laboratory
Katsiferis Dimitris The Newtons Laboratory Digital Art Director
Sofianos Stelios The Newtons Laboratory
Manos Sergios The Newtons Laboratory Account Supervisor
Pantzios Giannis The Newtons Laboratory Account Executive
Giorgos Zafiris Director
Vassilis Rafael Producer
Sorotos Giannis The Newtons Laboratory Creative Director
Stefi Productions Additional company
Oxyzed Sound and Music Additional company
Mindshare Additional company

Results and Effectiveness

In just 33 hours, the time before the real identity of Manos Sergios was revealed, were 225 article at sites and blogs about him. 2450 shares and thousands of comments. 110,000views of Fernando Santos (Coach of the National Team of Greece) interview 39,000 views of Giovanni Silva de Oliveiras’ youtube video about Mano Sergio Hundreds of mentions on Tv news and radio shows. And after the reveal Approximately one million views of the tv commercial on youtube. The earned media from the whole campaign was over 400,000€.

Creative Execution

With the goal to make Greeks feel that Piraeus Bank, the Golden Sponsor of National Football Team, represent all the Greek fans, we create a campaign with the slogan “By your side Greece”. The creative idea was to create an imaginary football player, which was called by the Nationals teams’ coach Fernando Santos to join the team as the 24th player live at the preselection press conference, this player we named him Manos Sergios.

Insights, Strategy and the Idea

The communication objectives was to communicate that for one more time Piraeus Bank was the Golden Sponsor of the National Football Team. The target audience was all Greeks bank customers, who love football. We wanted all of them to feel that Piraeus Bank, The Golden Sponsor of National Football Team for World Cup 2014, was representing all the Greeks, and at the same time make the customers of the bank to feel proud for their choice to have Piraeus as their Bank. The unique insight was that everyone in that period wanted to join the National Football team. Inspired by this we create the slogan “By your side Greece”, and what is the best way to show that? By creating a character that everyone can identified with him… Mano Sergio, a fictional football player who would be with the National football team all the time.