Title	EL SENTIDO DEL CACAO
Brand	BBVA
Product/Service	BBVA
Category	B08. Use of Celebrity, Influencers & Key Opinion Leaders
Entrant	LLYC Madrid, SPAIN
Idea Creation	LLYC Madrid, SPAIN
PR	LLYC Madrid, SPAIN
Production	IMPOSSIBLE TELLERS Madrid, SPAIN

Name	Company	Position
David Gonzalez Natal	LLYC	Senior Director of the Consumer Engagement area
Julio Alonso Caballero	LLYC	Senior consultant
Andrea Múñoz	LLYC	Consultant
Pablo Hernández de Urrutia	LLYC	Consultant
Asier Sannio	LLYC	Senior consultant
Luis Calvo	LLYC	Senior consultant
Ana Folgueira	LLYC	Executive Manager of the Creative Studio area
Pilar Medrano	LLYC	Producer
Oscar Moya	BBVA	Communication
Ana Redondo	BBVA	Communication

Why is this work relevant for PR?

El sentido del cacao (The Sense of Cocoa) came to be from a simple reflection: chocolate is associated with experiences and emotions, and it is fundamental in many people’s lives. However, the reality is that almost 17% of the world population has a distorted sense of taste. Conveying the reality of people who do not have sense of taste, and identifying potential solutions for this collective, were the project’s main goals (aligned with BBVA’s corporate mission of “Creating Opportunities”). The PR strategy has helped spur media coverage of this neglected ailment and also built an empathy movement towards this collective.

Background

The economic crisis that shook Spain in 2008 was a turning point for the reputation of financial institutions. Since then, banks have been viewed as structures lacking in solidarity and cold, detached from the social reality they operate in. After this, in 2017 the bank BBVA redefined its corporate purpose as “Creating opportunities”, which outlines the bank’s commitments to make the opportunities of a new era available to everyone. Inspired by this purpose and aligned with the sponsorship strategy of the bank with the Roca Brothers (chefs at the three-Michelin-starred restaurant El Celler de Can Roca), BBVA challenged us to develop an emblematic idea that could embody its brand purpose within a context of creativity, technology and a spirit of overcoming problems at a global level.

Describe the creative idea (20% of vote)

Nearly 17% of the population is affected by permanent alterations in taste. 17% is equivalent to 1.27 billion people. The absence of social awareness about these ailments causes a feeling of isolation, depression and a lack of understanding, resulting in major life changes. Very few people understand this until they experience it. As part of the “Creating Opportunities” initiative, BBVA and Jordi Roca (the World’s Best Pastry Chef) have created El sentido del cacao (The Sense of Cocoa), the first experience aimed at making it possible for a group of people with alterations in taste to once again savor something as important as chocolate, at least for a moment. . The project, embodied in a 20-minute brand film, is about a groundbreaking research initiative based on key aspects of neuroscience and sensory management to develop the first non-invasive sensory stimulation method that uses memories to restore a “lost” sense.

Describe the PR strategy (30% of vote)

The project’s main insight is simple: We are all familiar with the terms that describe people who cannot see or hear, but how do we refer to people who are unable to taste? Based on this idea, the fundamental goal has been to share the results of the collaboration between BBVA and Jordi Roca. As part of the “Creating Opportunities” concept, this groundbreaking initiative aims to raise awareness about taste disorders. To reach the target audience of this financial institution that primarily operates in Europe, the United States and LATAM, a short documentary titled El sentido del cacao (The Sense of Cocoa) was created. It starred chef Jordi Roca, a BBVA brand ambassador who is well known throughout the world (particularly in the key markets) and is famous for his inspiring personality, spirit of personal achievement and extraordinary creativity.

Describe the PR execution (20% of vote)

The PR strategy was based mainly on: -One-to-one management of qualitative opportunities with Spanish media and foreign correspondents during the development of research and experience (journalists accompanied Jordi Roca throughout the entire process). With more than 15 reporters from ‘key countries’ following-up the story, high-quality impacts were guaranteed in BBVA’s priority markets. -Development of institutional strategy partnering with eight scientific organizations to provide visibility to the initiative. -Organization of two premier events of the documentary with national and international media; as well as with BBVA’s internal publics and other audiences. In both, Jordi Roca participated as ambassador. -Creation of a project website (hosting the documentary) and development of social network strategy. -Design of a special line of chocolates created by Jordi Roca, inspired by the participants of 'El sentido del cacao', offered on sale after the premier event (benefits donated to participating institutions).

List the results (30% of vote)

-In Spain, the news was covered in 30 of BBVA’s tier1 media, including the nation’s five most watched TV channels. -Globally, the story was covered in more than 30 countries (f. e. TheTimes, TheNewYorkTimes, O Globo, El Comercio or AlJazeera) -At the core of the project lies an issue that few people are aware of, so it does not receive the necessary attention. The documentary became a symbol for everyone with this disorder. -Thousands of comments on social media thanked BBVA and Jordi Roca for making this project possible. -More than 30 letters to Celler de Can Roca from people with this ailment to express their appreciation: “You cannot imagine what this project has meant to me. Thanks to you, whenever I feel like crying because I am unable to taste, I will smile instead.” -The solidary chocolates ran out in less than 48 hours.