Banco Sabadell has always centred its brand around one format: conversations. This has created an image that embodies security and trust.

But the time had come to talk about the new kind of bank. About how technology is transforming the banking model. And to realise that closeness isn't about locations, it’s about people.

This concept saw us move the conversation away from the TV studio, and challenged us to take it to the place where most of our conversations happen: anywhere.

And while we were mulling this idea over, the bank signed a long-term sponsorship agreement with Rafa Nadal.

So we had an amazing personality. And even better, we had time. This enabled us to record something much more than a conversation: a relationship.

All we needed was a conversation partner. We agreed on writer and journalist John Carlin, who also happens to be the author of the book Rafa.

“Closer” was a documentary project about a relationship, a continuous, real and conversation at one time, between Rafa Nadal and John Carlin. Something that highlighted all the values of the organization: the trust, the human touch, personalized advice and made from the differential character of the bank: notorious, sober and elegant: with celebrities, with a thoughtful speech, a city image , aesthetics and black and white.

To get store the conversation between Rafa and Carlin, we decided to develop an app to let us to compile Rafa’s messages, emails, voicemails and videocalls, and publish them directly online at: bancosabadell.com/cerca.

• Following the campaign has enhanced the reputation of the Bank in Madrid.

• It has also surpassed the reputation of the campaign with Pep Guardiola in 2010.

• The campaign managed to link the bank's image to the attributes of seriousness and professionalism.

• We get on average more than 7,600 customers a week during the campaign, reaching more than 10,000 new customers in some specific weeks.

• Almost 60% of Madrid citizens considered good or very good the relevance of Banco Sabadell after the campaign, compared to 47% before the campaign.

• The campaign reached 70% of notoriety in Catalonia and 52% in Madrid.

• 70% of people has very much appreciated the presence of Rafa Nadal in the campaign of the Bank.

• As a result of the campaign 7% opened an account in the bank and another 5% reported intention to do so in a short period of time.