Caja Madrid launched a new deposit better than the last one and better than the competition’s.RELAX AND ENJOYTHE DEPOSIT THAT IS DRIVING THE COMPETITION MADEmployees from other banks became “desperate bankers” not knowing how to stop their clients from leaving.The campaign used all communication channels (TV spots, radio, web, direct marketing, interactive bus shelters, Bidi code, mobile, etc), referring sarcastically to the competition.

The TV spots show employees of other banks brainstorming to compete against Caja Madrid's new deposit. They innovate in a bad sense, giving away combs or creating songs to hold their clients.

• Deposit-takings: 15,000M € from other entities. 150% of objective which was 10,000M€.

• 63,000 new clients. 134% of objective which was 50,000.• WEB: More than 116,000 visits.

• Pages seen: 311,494• Downloads: 10,822 (82% of the users who entered the downloads section)• MOBILE PORTA: More than 7,500 accesses to the mobile portal.• Mobile song downloads: 2,872• More than 170 appearances in written and digital press.• Ad of the month in Canal + for “The humor, the irony and the originality in the communicative strategy”.