Davivienda Bank: THE CORRESPONDENT

Credits & Description:

Category: Financial Products & Services

Advertiser: DAVIVIENDA BANK

Product/Service: BANKING

Agency: LEO BURNETT COLOMBIA

Date of First Appearance: Jun 10 2010

Entrant Company: LEO BURNETT COLOMBIA, Bogotá, COLOMBIA

Entry URL: http://www.elcorresponsal.com.co

Chief Creative Officer: Rodrigo Davila (Leo Burnett)

Creative Director: Fernando Hernandez (Leo Burnett)

Creative Director: Mauricio Sarmiento (Leo Burnett)

Creative Director: German Espitia (Leo Burnett)

Copywriter: Andres Restrep (Leo Burnett)

Copywriter: Luis David Parra (Leo Burnett)

Copywriter: Andres Riaño (Leo Burnett)

Art Director: Juan Felipe Jaimes (Leo Burnett)

Art Director: David Rodriguez (Leo Burnett)

Art Director: Ana Maria Colmenares (Leo Burnett)

Web Designer: Andres Hernandez (Leo Burnett)

Web Designer: Rafael Reina (Leo Burnett)

Web Designer: Luis Carlos Vera (Leo Burnett)

Art Director: Mario Maranta (Leo Burnett)

Art Director: Andres Homez (Leo Burnett)

Account Manager: Carlos J Larrota (Leo Burnett)

Account Executive: Carolina Ocampo (Leo Burnett)

Account Executive: Carolina Lara (Leo Burnett)

Engineer: Angel Soloranzo (Leo Burnett)

Community Manager: Mauricio Alvarez (Leo Burnett)

Media placement: TV CAMPAIGN - TV - JUNE 2010

Media placement: 10 SPOTS FOR INTERNET CONTENT - INTERNET - JUNE 2010

Media placement: BLOG - INTERNT - JUNE 2010

Media placement: RADIO SPOTS - RADIO - JUNE 2010

Media placement: SOCIAL NETWORKS - INTENET - JUNE 2010

Media placement: SPORT CHANNELS CONTENT - TV - JUNE 2010

Media placement: VIRAL CONTENT - INTERNET - JUNE 2010

Media placement: ONLINE ADVERTISING - INTERNET - JUNE 2010



Insights, Strategy & the Idea

Context: Since 1994, Davivienda Bank uses humour for its advertising campaigns, based on the concept: You could be caught in the wrong place, your money shouldn´t. Bring it to Davivienda.



TASK: Create a campaign to reinforce the concept of the bank during soccer World Cup South Africa 2010.



THE SITUATION:

How can a local bank steal the show of the Soccer World Cup while competing with global brands such as Nike, Adidas, Coca Cola, and their huge budgets?



Creative Execution

We created a reporter, ("The Correspondent"), who "travelled" to South Africa to broadcast from there as a regular journalist, but always been caught in funny situations been always victim of bad luck and been always "caught in the wrong place" (as the concept of the brand).



We aired our TV spots during the half time of every game so it looked like a genuine sports news report, not an advert. People thought it was a real journalist broadcasting from the World Cup.



Then, a blog with exclusive content, radio ads, online ads, You Tube, Facebook, and Twitter were witnesses of a campaign that broke all the Colombian rating records in media and generated a free press of more than 3 million dollars.



Results and Effectiveness

We broke all the Colombian rating records in media and internet.

During the World Cup the blog had more than 18.000.000 visits.

Today the blog has more than 55 million visits, a tally 12 million bigger than Colombia’s total population.

The YouTube official channel positioned as the 34th most seen in the world during June 2010.

When the World Cup was over, Davivienda announced their stock auction and became also a financial success thanks to the positioning of the brand.

The final result was the private Initial Public Offer (IPO) with the highest demand in Colombian stock market history: 2,89 Billion dollars.