What does a great agency do when their amazing client ask them to develop a campaign to help grow their client data base? Well, they turned that apparently dull and straight forward request into their biggest most daring campaign of the year joining forces with an iconic Peruvian singer who can't sing anymore and the passion of real fans.
Campaign: Cuando Pienses en Volver / The Concert no one was waiting for
Agency: DDB Fahrenheit
Client: BBVA Continental Bank
Country: Peru
Role: Digital Senior Account Executive
Challenges turned into opportunities:
- Banking consumers are tired of data-base promos that use sweepstakes and free products in exchange of personal information.
- Consumers don't trust or like to provide their personal information, especially online.
- General perception of banks is negative in the local market, and advertising for banking is harshly critiqued for not leveraging real human values.
- The goal was 1MM+ entries (new or updated) including personal information such as phone number and ID number.
If we reach 1 million sign-ins then people will make the concert happen. By entering their updated information in our website (main platform), people joined the petition for Pedro to come back to the stage. Once in the site, they had the chance to sing and record in a karaoke platform to Pedro's iconic song "Cuando Pienses en Volver". You can see/hear your friends who joined singing and also celebrities and influencers left their karaoke track for people to vote for their favorite. They were not only supporting Pedro's come back but also having fun while at it!
Even thought the main conversion platform was the website, traditional media like print and radio worked perfectly to get the word out massively.
This campaign was very meaningful for thousand of fans. All the activations out there were embraced and loved. They all wanted to participate!
Integrated campaign included TV, print, radio, experiential, Facebook, Twitter, Instagram, Waze, Spotify, YouTube, Google Ads, and lots and lots of PR!
Peruvian and latin american celebs and influencers joined the movement, sharing their videos singing to the emblematic campaign song.
