The campaign includes phrases such as “Presi, if what you’re offering isn’t enough add a house. We’ll handle the mortgage” or “Presi, if the Brazilian returns to Barcelona we’ll offer a mortgage for him and his crew”, or “Presi, remember that in Manchester the fax always comes late. Offer our mortgage now and fix it ”. Creativity was always mixed with the news of each day, playing with the news to connect with football fans, using humor to generate notoriety among those looking for a home and need a mortgage.
The action was developed in sports press, internet and social networks, wherein three videos starring former player Gaizka Mendieta were uploaded, addressing different players to convince them to come to Spain to play. In addition, the bank launched buses that traveled the surrounding areas to the stadiums with messages that said, “Presi, you have to choose Madrid and not Turin, leave your home mortgage to us” or “Presi, you have 13 reasons for the Frenchman to move to Madrid, consider our mortgage another reason”.