In a very difficult time for the banking sector, Banco Gallego launched a new deposit account, called “Amigo” through a PR campaign. Fernando Torres, world soccer star, is also known for being a normal guy who keeps the friends he had before becoming a star. So we asked him to do a campaign NOT for the bank, but for his old friends with their own businesses. The bank only appeared in a final press conference, followed by a campaign in radio, press, TV, under the concept: If you don’t have an “amigo” like Torres to help increase your income, you better trust the “Amigo” deposit account.

The campaign generated an incredible buzz in the media and on the Internet, and soon the whole country was talking about it. The mystery grew so much that when Torres and Banco Gallego announced the press conference, expectations were high… the attendance was incredible, and therefore so was the awareness for the product and the bank. As a result of the campaign the bank had a 400 percent increase in new customers, a 300 percent increase in new funds, 100,000 visits to the website, and a ROI in media worth more than €2,000,000.

First, we distributed the teaser campaign in three steps to journalists and opinion leaders. This was to create as much buzz as possible. This we achieved, since it was aired on all TV channels, radio stations, newspapers and the internet... In a few days the whole country was talking about it, trying to guess what the big brand underneath was... maybe Nike...maybe Pepsi? Secondly, Torres came to Spain to reveal the mystery in a press conference, with a huge media turnout, and incredible awareness for the product and the brand.Thirdly, the Bank launched a media campaign under the concept: If you don’t have an “amigo” like Torres to help increase your income, you better trust the “Amigo” Deposit Account.

- 300 Appearances in over 50 different media channels- A ROI in media worth more than €2,000,000- Over half a million visits to YouTube- 400% increase in new customers vs. YAG- 300% increase in new funds vs. YAG- Mentions in all the banking sector media praising the campaign.- 100.000 visits to the deposit account’s websiteAll of this with an investment amounting to less than 0.1% of the banking sector’s total annual media spend.