Title | MANOS SERGIOS |
Brand | PIRAEUS BANK |
Product/Service | CORPORATE |
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
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.