Lopetegui Deposit 'Lopetegui Faints'
Banco Gallego
Issue 6 | July 2008
Agency
Shackleton
Creative Team
Juan Nonzioli – General Creative Director & Copywriter;Alfonso Marian – Executive Creative Director;Victor Aguilar – Art Director & Creative Director;Nacho Guillo – Copywriter & Creative Director;Pablo González De La Peña – Art Director & Creative Director;Iñaki Marti – Online Creative Director;Icaro Obregon – Creative Programmer
Production Team
Itxaro Vicuña - Production Manager; Blanca Grande - Assistant Production; Manuela Zamora - Audio Production Manager; Pablo García Acón - Agency Producer; John Doe - Producer; The Lift - Production Company
Other Credits
Marta Gutiérrez – Account Director;Zaida Vázquez – Account Executive
Date
August 2006
Background
Banco Gallego had a great product to offer – a 10% interest rate on deposits – but a modest advertising budget. The bank wanted to attract new clients to deposit, and also wished to re-launch and modernise its image..
Idea
In June 2006, while presenting a TV programme, Julen Lopetegui (ex Spanish national goal-keeper) collapsed while talking to the camera. The recording of the faint spread like wildfire through online streaming video sites such as YouTube and MySpace, with more than 500,000 views. However, nobody knew the reason why Lopetegui had actually fainted. Four months later, Shackleton unveiled the early elements of an integrated campaign revealing the ‘truth’ behind the faint. Unbranded posters, billboards and print media led people to a site - www.porquesedesmayolopetegui.com (www.whylopeteguifainted.com) – which promised to reveal the reason behind the faint.
Upon visiting, users were presented with an unbranded front page and led to a video, purporting to be a continuation of the filming of the incident. In the clip, the camera switches focus from the main action to show the reason for it - a prompt card held up by a ‘crew member’ proclaiming Banco Gallego’s new 10% deposit deal. A microsite detailed the benefits of the new account, and enabled users to forward the video on to friends. The teaser poster and billboards were replaced by branded versions, explaining the advantages of the account. The campaign was also supported by a mail-piece, shaped in the familiar ‘faint’ imagery.
Results
Thanks to the video, Banco Gallego received coverage in a number of different TV programmes and press articles, including a full page in the newspaper ‘Expansion’. The video also achieved more than 14,000 registered viewings on YouTube (409% against target), 43,435 visits to the site and 7,738 downloads from the website (168% against target). The campaign as a whole achieved 132% of new client and 157% of new deposit set objectives. It also won the Direct Grand Prix at Cannes in 2007.
Target Audience
Clients and non-clients of the Bank. Persons with an average or high income. Residents in cities with more than 50,000 inhabitants and branches of the Bank
Our Thoughts
We should never send out messages from the world of marketing. No one is interested. We should send out bits of the real world and give them a deft commercial spin. This is probably the best example I've ever seen of this in practice. I also love the intelligent use of mixed media that teased and revealed. And after the reveal? There's a wonderful mnemonic which reinforces the message and the idea with a witty reference to the outstretched feet of Senor Lopetegui. And finally let's not forget the client who had the vision and courage to round the whole thing off by naming the product 'Deposito Lopetegui'. SH