Bbva: BBVA

Credits & Description:

Category: Finance
Media: Integrated
Brand: BBVA
Agency: DDB
Geo: Colombia
Advertising Agency: DDB, Colombia
CEO: Borja de la Plaza
Chief Creative Officer: Leo Macías
VP Digital: Joanna Safi
Creative Directors: Juan Cárdenas, Carlos Agudo
Copywriters: Natalia Prias, Laura Garrido
Art Directors: María Hernández, Miguel Van Bommel
Motion Designer: Johan Coy
UX Director: Carlos Ballén
Web designer: Juan Pablo Ángel
Developers: Julián Valencia, Sebastián Parra
Social Media Manager: Verónica López
Quality Assurance: John Alfonso
Graphic Designer: Jacobo Morales
Account Directors: Manuel Leal, Tatiana Castellanos
Planning: Jorge Becerra, Diana Henao
Agency Producers: Darío Lozano, Andrés Mejía
Director: Juan Camilo Pinilla / Akira
Production Company: Akira
Photographer: Kalindi Wijsmuller
DDB COLOMBIA Bogota, Colombia Entrant Company
DDB COLOMBIA Bogota, Colombia Idea Creation
Borja de La Plaza DDB Worldwide Colombia CEO
Leo Macias DDB Worldwide Colombia CCO
Jorge Becerra DDB Worldwide Colombia Planning VP
Joanna Safi DDB WorldWide Colombia Digital VP
Juan Cardenas DDB Worldwide Colombia Creative Director
Carlos Agudo DDB Worldwide Colombia Creative Director
Natalia Prias DDB Worldwide Colombia Copywriter
Laura Garrido DDB Worldwide Colombia Copywriter
María Hernández DDB Worldwide Colombia Art Director
Miguel Van Bommel DDB Worldwide Colombia Art Director
Johan Coy DDB Worldwide Colombia Motion Graphic
Tatiana Castellanos DDB Worldwide Colombia Account Director
Verónica López DDB Worldwide Colombia Social Media Manager
Diana Henao DDB Worldwide Colombia Planner
Dario Lozano DDB Worldwide Colombia Producer
Andrés Mejía DDB Worldwide Colombia Producer
Juan Camilo Pinilla Akira Director
Kalindi Wijsmuller Freelancer Photgrapher
Published: April 2018
Synopsis:
An ad that took a country’s breath away.
Context: On July 7th, 2017, Sofía Gómez, a Colombian athlete sponsored by BBVA, submerged 84 meters into the sea to establish the new apnea World Record, a rarely known and practiced sport in the country. During her achievement, she held her breath in for 2 minutes 45 seconds.
In order to turn a record of an unknown sport into a record of an entire country, we used the most important newspaper of the country to publish an ad with a story that took to be read, the same time that Sofía took to immerse. With this action, we challenged Colombians to read it holding their breath in, mark their own record and then post a picture on their social networks adding the hashtag #BBVAconSofia (#BBVAWithSofia). The ad also invited people to visit a site where they could read the text, mark the time they read without breathing and share their record in their social networks.
1,9 million readers in 24 hours
16 million impressions on social networks in just a weekend
Trend Topic for an entire day
Synopsis
On July 7th, 2017, Sofía Gómez, a Colombian athlete sponsored by BBVA, submerged 84 meters into the sea to establish the new apnea World Record, a rarely known and practiced sport in the country. We needed to create a press ad that could take this achievement to the largest number of people in the country.

Strategy
Our target was the entire country, that is why we decided to impact them in a widely-circulated newspaper, with a conventional but innovative ad to have a viral effect on social media.

Relevancy
This work is relevant for the category because a traditional print ad, with a simple text, triggered direct interaction with millions of people to get involved with a sport that was unfamiliar to them, so they could acknowledge the new world record, achieved by a not very known Colombian athlete, sponsored by the brand.

Outcome
1,9 MM readers in 24 hours

+16 MM impressions on social networks in just a weekend

Trending topic for an entire day

Free press about the ad

Execution
We published a single ad in the most important newspaper in the country, on a Sunday, the day when this media is the most circulated. The call to action of the ad challenged the people to upload a picture to their social networks showing how far they could read holding their breath in, with the #BBVAconSofia.

To support this action, we also published on our Facebook page a post that invited the people to buy the newspaper to get the ad and accept the challenge. Many people did and challenged more people. This is how a simple ad, turned an unknown record of an unknown athlete, in a record that an entire country shared.

Campaign Description
We published an ad that takes to be read the same time Sofía spent under the sea to achieve the world record. Then we challenged the people to read it holding their breath in and upload a picture to their social networks showing how far they had read, to compete with their friends.