We made the most of differentiated and highly impactful formats.We surprised the audience showing that part of the programme set could be lost, which is the same thing that can happen to anybody when renting instead of owing a home.

Ten days after the media launch ,we obtained more than 45,385 visits to Bancolombia's website, and received more than 18,784 phone calls in the call centre. About 3,481 prospects were given an appointment for personalised attention. Media covered the campaign extensively.We generated relevant word of mouth about the service.