| Title | BBVA SUMA |
| Brand | BBVA |
| Product/Service | BANKS |
| Category |
C07. Corporate Image & Communication |
|
Media Agency 2
|
MINDSHARE Madrid, SPAIN
|
|
Entrant Company
|
MINDSHARE Madrid, SPAIN
|
|
Media Agency
|
MINDSHARE Madrid, SPAIN
|
Credits
| Álvaro Bermúdez De Castro |
Mindshare Spain Sau |
Partner Invention |
| Alejandro Tinturé |
Mindshare Spain Sau |
Global Partner Client Leadership |
| Raúl Ricoy |
Mindshare Spain Sau |
Director Client Leadership |
| Raquel Barriga |
Mindshare Spain Sau |
Director Client Leadership |
| Jorge Morata |
Mindshare Spain Sau |
Head Of Creation |
| Diego Fernández De La Hoz |
Mindshare Spain Sau |
Executive Invention |
| Alba Calatayud |
Mindshare Spain Sau |
Executive Invention |
Brief Explanation
BBVA is a responsible and solidary entity. They want to help in recover the situation of the country, one of this ways is to help charities. As Spaniards have strong solidary behavior and Christmas is the most sensitive period, BBVA wants to invite people to join them and help people affected by the crisis.
We used the positive image of our brand ambassadors and challenged people to donate as the bank does. Christmas time is fully embedded of positive news linked to solidarity, brotherhood and others. We used a Responsive Strategy, adapting messages to positive and great news such us Lottery results and other big events.
Results and Effectiveness
We achieved more than 1MM impacts in 10 days and our CTR increased by of 300%. In terms of awareness, the campaign worked increasing the Brand favorability by 3,5 points and the Consideration 5 points, “responsible company” and “ethical and honest institution”.
Creative Execution
The idea implementation was possible thanks to agreements with the main news groups in Spain: Grupo Prisa (Elpais.com and CadenaSer) and El Confidencial. For this, we negotiated exclusivity in the selected articles.
The events were selected according to the local rank of interest on Christmas time: national lottery day, signing of a football player for the League’s winning team, April’s fool (celebrated in Spain on December 28th), etc. Being such relevant topics, we ensured the high position in these sites thanks to our Responsive Strategy, adapting the message to the news.
Insights, Strategy and the Idea
Considering that this is a fundraising campaign, every citizen was part of the target. The use of the ambassadors ensured it covered most popular interests: football, mountain climbing, high cuisine and tennis
We designed a strategy of paid media in which we could adapt to real news on real time.
The agency's adaptive planning philosophy was fundamental to achieve our goals:
We had to be fast in the selection of media and relevant news; Provocative creating relevant messages to be adapted to the piece of news and capable to activate donations among users and demonstrate good team work.