REAL TIME ENTERTAINMENT
CHALLENGE
As the largest bank in Colombia, Bancolombia was perceived as a bank that wouldn't approve loans to ordinary people. So we needed to bring the brand back to its roots and connect with consumers.
IDEA
We listened to our followers on social media and created personalized content in real-time. A Colombian telenovela star would give them advice on how to achieve their particular goals and encourage them to ask for an online loan.
HOW DID WE DO IT?
It all started with a question to our followers:
“What is your dream and why is it important to you?”
It all started with a question to our followers:
“What is your dream and why is it important to you?”
1. We received the followers' answers on our Facebook page
2. The social media team researched on the follower's profile, looking for their particular tastes, city of origin, age, and any useful data that could ignite creativity.
3 The team of copywriters received the research and created a script.
4. The best answers were selected to create a video, then audio, and some others were used to draft emails.
2. The social media team researched on the follower's profile, looking for their particular tastes, city of origin, age, and any useful data that could ignite creativity.
3 The team of copywriters received the research and created a script.
4. The best answers were selected to create a video, then audio, and some others were used to draft emails.
5. Client approval.
6. The art department received the scripts and designed the set using an old school projector, cardboard, and props.
7. Simultaneously, the actor started to memorize and rehearse the scripts.
8. Shooting.
9. Edition, music, and SFX on set.
10. Client approval to post on social media.
6. The art department received the scripts and designed the set using an old school projector, cardboard, and props.
7. Simultaneously, the actor started to memorize and rehearse the scripts.
8. Shooting.
9. Edition, music, and SFX on set.
10. Client approval to post on social media.
We took over the social media channels of the bank, and in four days, we created 65 videos, 74 audios, and drafted more than 70 emails.
ORGANIC REACH
1'198.034 Post Impressions
935.891 Views
49.795 active users
THE TEAM
AWARDS
The New York Festivals - Gold Midas Award 2011 in Social Media
Honoring excellence in financial services communications
The New York Festivals - Gold Midas Award 2011 in Social Media
Honoring excellence in financial services communications
