Caja Madrid: I AM BATMAN

Credits & Description:

Category: Best Use of Broadcast in a Promotional Campaign

Advertiser: CAJA MADRID

Product/Service: NEW SALARY ACCOUNT

Agency: SHACKLETON

Date of First Appearance: Jun 1 2010

Entrant Company: SHACKLETON, Madrid, SPAIN

Entry URL: http://www.judgingishard.com/campana/cannes/batman

Chief Creative Director: Juan Nonzioli (Shackleton)

Executive Creative Director: Juan Silva (Shackleton)

Creative Director: Victor Aguilar (Shackleton)

Creative Director: Nacho Guilló (Shackleton)

Audiovisual Production Manager: Manuela Zamora (Shackleton)

Audiovisual Producer: Cristina Cortizas (Shackleton)

Account General Manager: Marta Gutierrez (Shackleton)

Account Supervisor: Joseba Irurzun / Maria Vicente Seco (Shackleton)

Media placement: TV Campaign - 1 Spot - Spanish TV Channels - 01 June 2010

Media placement: Radio Campaign - 4 Spots - Spanish Radio Stations - 01 June 2010

Media placement: Mailing - 2 Shots - Clients - 01 June 2010

Media placement: Website - Internet - 01 June 2010



Describe the objective of the promotion.

Caja Madrid, the most important savings bank in Spain, wanted to motivate current and new clients to acquire direct-deposit salary accounts.



Objectives:

- Gain 50.000 new salary accounts

- Maintain the current clients with salary accounts



Due to the social-economic situation, clients demonstrate a low level of loyalty to their banks. Clients are eagerly seeking for the best offers. Caja Madrid needed to differentiate itself to stand out from its competition.

An ambitious objective required a bold idea. So we decided to launch a promotion. Something truly incredible that even the competition would bet their life that it wasn’t true.



Describe how the promotion developed from concept to implementation.

A manager from another bank hears about Caja Madrid’s promotion and claims:

“If Caja Madrid gives you all that just for switching your salary account to them... I am Batman!!!



Once he confirms it’s really true, Steve Pérez becomes Steve Pérez Batman, a superhéroe that hides beneath the appearance of an ordinary man.



Following this comic theme, the direct response TV spot activeley engage consumers to the product’s web. The campaign also included radio ads, outdoors, print, mailings to clients, mobile apps, social networks and posters.



Explain why the method of promotion was most relevant to the product or service.

Contrary to the competitions' apathy and the economic context surrounding the financial entities, Caja Madrid continues to use a communication style based on humor, optimism and empathy.



Using contents that are very unlikely associated to financial products, the entity manages to connect with its target and generate interest for its products.



After seeing the product’s poster, the competition’s bank manager is convinced he is Batman. He actually starts acting as if he were Batman, wearing black tights beneath his clothes, working out and trying to stop crime. This promotion is what triggers the birth of this unusual superhero.



Describe the success of the promotion with both client and consumer including some quantifiable results.

The promotion launched by Caja Madrid was so true that it generated 250.000 salary accounts.

500% more than the initial established objectives.



Regarding the loyalty objectives, Caja Madrid reduced by 76% the closures of salary accounts experienced during the last period in the previous year.