In this teaser commercial the Liverpool FC footballer, Fernando Torres advertises the small Galician hairdressers, “Gessbra”, belonging to his best friend Juan Carlos. Two weeks later ,and in response to the tremendous buzz created as a result, the Banco Gallego ran a series of commercials promoting its “Amigo” Deposit account with the closing strap line “If you aren’t lucky enough to have a friend who’s famous, here’s another way to earn money”.

The agency proposed to call the new product “Amigo”, because in rough times a friend is who you can trust in.Torres, world soccer star, is known for keeping the friends he had before becoming famous. So we proposed him to do a campaign NOT for the bank, but for his friends. The campaign started with three teaser ads where Torres promoted the business of his friends. Later, all of them, through direct marketing told BG clients that the same way their friend helped them make money... the bank could help his friends to make money with the “Amigo” Deposit.

As a result of the campaign the bank gained a 400% increase in newcustomers, a 300% increase in new funds, 100.000 visits in the depositaccounts website and a ROI in media worth more than 2.000.000 euros.This was all acheived with an investment for the campaign amounting to less than 0,1% of the banking sector´s total annual media spend.