FERNANDO TORRES & FRIENDS
BANCO GALLEGO
BACKGROUND
Banco Gallego was launching a new deposit account at a very difficult time for the banking sector. Objective: capture new customers and funds, with a very limited budget.
IDEA
We wanted to demonstrate how important it is to have a good friend on your side when times get tought. So we approached Fernando Torres, world soccer star and a Banco Gallego client, and we asked him to promote the small businesses of three of his best friends in real life, through a teaser “celebrity endorsement” campaign, produced on a shoestring budget. After the buzz created across the media in Spain had got everyone talking about the ads, and had driven a lot of traffic into the small businesses belonging to his three friends, Fernando then came to Spain to reveal the mystery surronding the campaign, in a press conference he presented Banco Gallego’s launch of its “Amigo” deposit account.
RESULTS
400% increase in new customers vs. YAG. 300% increase in new funds vs. YAG. 100,000 visits to the deposit account’s website. ROI in media worth more than 2,000,000€. All of this with an investment amounting to less than 0.1% of the banking sector’s total annual media spend.
FERNANDO TORRES & FRIENDS
BANCO GALLEGO
BACKGROUND
Banco Gallego was launching a new deposit account at a very difficult time for the banking sector. Objective: capture new customers and funds, with a very limited budget.
IDEA
We wanted to demonstrate how important it is to have a good friend on your side when times get tought. So we approached Fernando Torres, world soccer star and a Banco Gallego client, and we asked him to promote the small businesses of three of his best friends in real life, through a teaser “celebrity endorsement” campaign, produced on a shoestring budget. After the buzz created across the media in Spain had got everyone talking about the ads, and had driven a lot of traffic into the small businesses belonging to his three friends, Fernando then came to Spain to reveal the mystery surronding the campaign, in a press conference he presented Banco Gallego’s launch of its “Amigo” deposit account.
RESULTS
400% increase in new customers vs. YAG. 300% increase in new funds vs. YAG. 100,000 visits to the deposit account’s website. ROI in media worth more than 2,000,000€. All of this with an investment amounting to less than 0.1% of the banking sector’s total annual media spend.