Caja Madrid’s deposit is so good you will inevitably leave your bank and we don’t want you to lose a friend. So we named the deposit “Sense and Sensibility” and gave out a Self-Help Guide “CHANGE BANKS WITHOUT LOSING A FRIEND”, that came with a Goodbye postcard for your old bank with a musical chip containing an adaptation of a hit of the 80s “Forget me and go away”. We also created a web, virals with personalized videoclips (“Pimpinela” and “Teddy Bear”), WAP portal, BIDI codes, TV and Print to generate traffic to the banks´offices and the web.

We acquired 4,570 Billion Euros from other banks. 229% of the objective which was 2,000 M €, more than double the acquisition from the same period in 2006. 21.744 new clients. 217% of the objective which was 10.000. 96% more than those acquired in the same period in 2006.WEB: more than 200,000 visits. More than 8000 virals of “Pimpinela” were sent and 7,400 virals of the “Teddy Bear”.BANNERS CAMPAIGN: click ratio of 0.98%.MOBILE PORTAL: more than 2,400 accesses to the mobile portal.