Challenge The panorama raised a genuine challenge: an unstable economic situation and uncertainty prompting individuals to prioritise short-term needs, the banking sector’s damaged image, competitors who are very active in advertising, and a range of savings products that could not be differentiated from those of the bank’s competitors.Objectives To win new clients.To establish the loyalty of current clients.To continue raising awareness of the bank and brand image.To capitalise on the ‘conversations’ format.To position Banco Sabadell as a bank for the future that wishes to talk and establish a long-term relationship with clients.l

The campaign was a resounding success and prompted a 38.1% increase in uptake over the previous quarter (and a total of 286,560 new clients in 2011), the bank’s highest ever shares of awareness (over four times the sum awareness of our competitors), quantified advertising of almost €1,000,000, over 1,200,000 views on YouTube and 487,000 entries in Google, and it made the face-to-face format our very own.