Pibank chose Darwin Social Noise to lead all their advertising communications between several agencies that participated in a marketing contest at the end of last year. The challenge for the brand and for us was launching a bank that operates solely in a digital environment in 2018, which is mainly aimed at a public used to operating on the internet and mobile devices and that demands product excellence. After months of strategic work and research, we came up with the claim: ‘Mejor más fácil’ (“Better easier), which goes beyond being a simple publicity statement and represents the bank’s commitment to its customers.
As part of their strategy to launch simple products among the best of its segment, we announced the launch the new bank with the payroll account campaign, consisting of three spots (‘Kiss’, ‘Promotion’, ‘Baby’) in which the positioning is accurately represented with a tone of humour and by the different attributes of the product. The pieces, produced by Lobo Kane and directed by film director Paco Caballero, were broadcasted on national tv networks and the Internet for several weeks.