Pibank. Summer Drafts Campaign.

Advertiser: Pibank
Campaign: Summer Drafts / Signs of Summer
Año: 2019

The new Mortgage campaign for Pibank, was developed throughout the summer, taking advantage of the sports news surroundin the football market.

The football summer market involves the players’ drafts, which always creates a buzz among the fans. Taking advantage of this moment of social conversation, Pibank, the bank of ‘easier is better’, wanted to help the presidents of football clubs convince the great stars of this sport to sign up with their teams. To do this, we launched an advertising campaign to offer the Pibank Mortgage to the great stars of the football world who come to our country.

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”.

“We know that one of the things that the great football drafts value most is the house wherein they’ll be living, and although they may not need a mortgage, Pibank does not want to miss the opportunity to offer it. Therefore, we’ll break into the summer conversations about football drafts, and generate notoriety”, said Begoña Martínez, general director of Pibank.

The results were excellent. According to the marketing department of Pibank, the earned media by the campaign had a 339% increase, web visits during the campaign period have experienced an increase of 65%, and unique users, an increase of 73% .

Data Sheet:

Agency: Darwin Social Noise
Advertiser: Pibank
Product: Mortgages
Brand: Pibank
Client Contacts: Begoña Martínez, María Peuriot-Bouche Lizer, Mario Piñuela, Sergio Feo
Sector: Bank
Creative President: Carlos Sanz de Andino
Executive President: Miguel Pereira
Accounts: Inés Crespo, Soraya Zamorano y Álvaro Gutiérrez
Creative Team: Kiko Martínez y Raquel MillánPublic relations: Pepe González Rivera, Fran Valmaña (FJ Comunicación).
Agency producer: María Jiménez y Andrea Rosenschein
Design director: César Bertazzo
Producer: Fran Castaño
Producer: Glassy Films
Executive producer: Yago de la Sotilla
Producer: Marta Morón
Media agency: Dentsu