| Title | MANOS SERGIOS |
| Brand | PIRAEUS BANK |
| Product/Service | CORPORATE |
| Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
|
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 |
|
| 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 |
The Brief
The aim was to engage the audience and make them proud of being costumers of Piraeus Bank, just like they are proud of the Greek National Football team, of which Piraeus Bank is the Golden Sponsor.
Describe how the promotion developed from concept to implementation
We created a campaign with the slogan ‘’Greece by your side’’ which the main character of it was Manos Sergios. A fictional football player we created and that was called by the National teams’ manager to join the team in the FIFA World Cup 2014 Brazil. In that way we made all Greeks feel like they are part of this team and like they are really playing for it themselves, which was our objective.
Describe the success of the promotion with both client and consumer including some quantifiable results
By creating the fictional player Manos Sergios and by having joining the team in Brazil everyone was talking, searching and writing about him. From everyday people on social media to new casters and even foreign journalists. Manos Sergios created a strong relationship with the audience as he would always be in touch, by either giving interviews or replaying to fans through his social media accounts.
The earn media from the whole campaign was over €400.000!
Explain why the method of promotion was most relevant to the product or service
As Piraeus Bank is the Golden Sponsor of the Greek National team we found the best way through this campaign to show the banks’ support for the team and all of the Greeks support.