Bancaribe - 24 Bajo Amenaza

Advertiser. Bancaribe, Venezuela.
Campaign. Bancaribe – 24 Bajo Amenaza.
Agency. Eliaschev Publicidad.

The Marketing challenge. Build upon the advertising investment and achieve an interactive approach to the clients. Innovate in the media, focusing on the desired target. Contribute in building the brand in a specific category where we wish to position the bank.
Brand insight: "Breaching the gap" is this bank’s slogan. The message they aimed to conveying was one of a bank that is extremely close to its clients and seeks to grow together with its current clients, providing them with confidence and safety by developing a close relationship with them.

Consumer insight. As an overall feature in this category, banks are perceived as cold and distant bodies, highly corporative.

Communications strategy.An integrated on air and on line campaign invited users to participate in an online contest for the “Bajo Amenaza” game, inspired by the 24 series.
Viewers were invited to play Bajo Amenaza, beat terrorists and get the highest score on the ranking.
In the game introduction, Matt Collins walked into a Bancaribe ATM and answered a phone call instructing him on his mission. The winner’s prize was a trip to Los Roques.

The creativity of the communication and activationn. A tailor made spot, a site with an exclusive and special integration in the Bancaribe game, a banner campaign leading to the game along with brand presence and e-mail marketing. Publishing advertisement was also run on the home page of canalfox.com/ve
Both on air and on line campaign items invited viewers to play the game in order to participate in the contest. Also, more than 73000 registered contacts on canalfox.com were sent.

The results. More than 17K played “Bajo Amenaza”.
7824 opened e-mails of e-mail marketing and 4123 clicks.
More than 35K page visits to the client’s site.
On air advertising: 63 Spots on FOX, distributed in 21 days; 21 Spots on FX distributed in 21 days.
On line advertising: 214,877 page impressions + 1,080 clicks.