BBVA Case Study

Date of 1st implementation    March 9th, 2007

Company                                 Universal McCann

Client                                       BBVA

Background
The global financial group, BBVA wanted to launch its CRS campaign titled “Fair play” in the lead up to Spain’s much-hyped football match FC Barcelona vs. Real Madrid CF.

Challenges
The campaign’s objective was to emphasise respect, improvement and fair play messages for the financial industry. It also tried to rejuvenate target and to show BBVA’s commitment to technology and innovation.

Solutions
BBVA secured an agreement with the leading Spanish communication group, Vocento, to access all its newspapers (14) plus the leading Catalonian newspaper. For the first time consumers were invited to interact with the newspapers by taking a photo of a specially-printed football which allowed them to download a clip onto their mobile phone.

On the day of the match, 10 March 2006 the entire Vocento newspaper portfolio had a colour page communicating the venue, and readers were invited to get involved in “the world’s biggest spectacle”. There was also the added incentive of the chance to win one of ten Football Campuses for Kids.

Results
BBVA took advantage of the high interest about football in Spain by targeting very receptive readers on football, developing a “one to one” communication between the company and the user of the mobile device, coming closer to the target in an innovative and impactful way, differentiating BBVA from the rest of its competitors.

BBVA is the first advertiser that has used this technology in an advertising campaign, with the brand appropriating the values of such a new and innovative action. Introducing new technologies into its communication strategy, BBVA reached an impressive 3.9 million people, achieving extraordinary high awareness.

About
BBVA is a multinational financial services group that follows an innovative management model focused on the customer. The key features are innovation, growth and generation of profit. Its cornerstones are people, teamwork, ethical principles and technology.

The group’s overall goal is to use its strengths to establish lasting relationships with increasingly satisfied customers in Spain, Europe and Mexico, in other American countries and in other places where it has a presence. It has 95.000 employees, 35 million customers and 1 million shareholders in 32 countries.

BBVA has become a true point of reference in international circles as a highly-regarded, award-winning bank.