Caja Madrid, the most important Savings Bank in Spain, launched a new deposit almost identical to previous competitor’s products, but with very competitive conditions.Objectives:SALES: a) Acquire 2.000M€ from other banks and 10.000 new clientsb) Get current clients with investments in other banks to concentrate them in Caja MadridBRAND: a) Reinforce the brand awareness of Caja Madrid, positioning it as the market’s best offer of financial products. A fact supported by this deposit.The investigation demonstrated that an important downside in changing banks is the long-term relationship built with the branch manager.

Caja Madrid’s deposit is so good that you will leave your bank. Although we want you to leave, we don’t want you to lose a friend. So we named the deposit “Sense and Sensibility” and it comes with a Self-Help Guide “change banks without losing a friend”, complemented by: a Goodbye postcard for your old bank with a musical chip containing an adaptation of an 80s hits “Forget me and go away”, web, a viral with personalized videoclips (“Pimpinela” and “Teddy Bear”), a WAP portal, BIDI codes, TV commercials and Print to generate traffic to the web and offices.

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.