Simultaneously, a search was launched for different profiles of people who had already applied for a mortgage, or who were about to do so. Once the candidates were chosen, they were summoned to an address and told the conditions of Ibercaja from a commercial. On the day of the appointment, however, upon arriving at the agreed address to close the deals, they found was something very different. They met with “The deterrents.”
Based on all the arguments obtained in the research phase, the agency developed open scripts that were delivered to a group of actors who acted as “deterrents” pointing out to potential buyers all the cons that their initiative entailed.
After the conversations, a commercial from Ibercaja would appear before astonished buyers and ask them if they had reconsidered their decision. Their answers showed that the hopes of owning a home prevailed over any other argument.