This campaign was held Cannes Lions 2007 Direct Grand Prix Winner. In recent times it was being sporadically debated that the traditional finance advertising is indicating signs of exhaustion and it is more and more difficult to impact the consumer effectively. The finance market is already flooded with many lucrative and various other good offers. Struggling with these realities, the advertisers aimed at launching a campaign not only to launch a new financial product but also to present it as being the best. Therefore, this campaign also attempted to renovate and modernize image of the firm, Banco Gallego, Spain, and to acquire new clients/funds through an investment product.
In the course of a live Soccer World-Cup program, Julen Lopetegui (Barcelona ex-goalkeeper) had once fainted. The video of the faint was distributed surprisingly on Youtube, but nobody was aware that what really occurred. However, some months later, Banco Gallego revealed the answer with the campaign ‘Why Lopetegui fainted’ and gives the players’ name to its latest product, Lopetegui deposit. The main economy newspapers in Spain (Expansion) had dedicated a full page with the headline, Banco Gallego reinvented finance advertising’.
The campaign also marked a new strategy of reducing gap between reality and fiction, as it integrated the product and campaign in a unique name, Lopetegui deposit. The response of the consumers was overwhelming. The campaign was created by SHACKLETON, Spain.
Via: Canneslionslive
