With the campaign ‘I sign it’, the entity aims to give an image of a close bank by offering the help of experts in contracting mortgages.
The Bell ‘He signed it’ shows the new strategic direction that Banco Sabadell is taking in this new era. In order to reinforce the positioning of the entity in the world of individuals, in addition to working on the consideration of the brand from the different products, the bank launches this campaign together with DDB on television, radio and digital media.
In the spots (20 and 10 seconds), you can see how different people capture their signature on the camera that records, simulating the signing of a mortgage. ‘I sign it’ pretends reaffirm its commitment to clients by offering the possibility of making an appointment with one of Banco Sabadell’s mortgage experts. Thus, clients will be able to receive detailed and personalized information on everything related to contracting a mortgage and resolve any questions without obligation.
This message carries over to Digital environment with videos starring real Banco Sabadell mortgage specialists, who explain key issues in hiring a mortgage loan and who ‘sign’ to make themselves available to the user to help them throughout the process. The digital campaign is completed with the digital strategy of social media and of branded content and it is reflected in the offices through vinyls.
If you do not see the embedded video correctly, click here.
A complicated creative challenge
“We were very clear that we wanted to launch a value proposition in mortgages relevant to the consumer and differential in the market,” he says. Sonia Rico, director of operational marketing, advertising and content of the financial institution. “For this reason, we have focused on what we identify that the consumer really worries when it comes to taking out a mortgage: understanding the entire process, which is usually complicated. Hence our purpose of, putting in value the accompaniment of our experts and the improvements in the digital process, help people understand the mortgage even before talking about price. That people understand the mortgage with us and then contract it with whoever they want ”, he adds.
For its part, José María Roca de Vinyals, VP and CCO of DDB Spain, ensures that “creatively the challenge was not easy.” “In terms of brand recognition, the brand is already very well armed and from the first moment we were clear that we did not want to lose that heritage. It didn’t make sense, ”he says. “On the contrary, we had to be able to find a way to continue building on those codes, such as black and white, that make Banco Sabadell a unique brand. But also knowing that the way of communicating had to be totally different: warmer, closer, more human, more from the product and, above all, more unified because we needed it to be recognizable at all times of the funnel”.
The campaign, which is already on the air, has had Imanol Ruiz de Lara and Garlic for the production of the spot and with Jose C. Martín Nieto for the realization of the content with the specialists. The management of the media is carried out by Diffusion and Audiences.
Technical sheet of ‘I sign it’:
Agency: DDB España
Advertiser: Sabadell Bank
Mark: Sabadell Bank
Product: Mortgages
Customer contact: Lluis Pons, Sonia Rico, Montse Esteve and Laura Serrano.
Creative CEO: Jose Maria Roca de Viñals
Creative Directors: Dani Rodriguez and Nerea Cierco
Head of Art: Olaf Cuadras
Art Directors: Manfredo González, Berta Domínguez
Copy: Laura Pesquera
Designer: Beatriz de Paz
Business director: Raquel Zabalza
Account Supervisor: Guillem Mogas
Account executive: Blanca Ocaña
Production manager: Azahara Ramos
Producer Agency: Pedro Ramírez
Head of Strategy: Christian Zito
Senior Planner: Hugo saez
Planner: Estefania Aparicio
Producer: Garlic Films
Producer: Imanol Ruiz de Lara
DOP: Takuro Takeuchi
Executive producer: Irene Núñez // Álvaro Gorospe
Production coordinator: Álvaro Isasi
Postproduction: Oink
Music and sound: BSO
Producer: ATC
Producer: José M. Nieto
DOP: Tulio Salguero
Producer: Beatriz Carnicero
Production manager: Javier Sanjuan
Music and sound: BSO
Media agency: Dissemination and Hearings.
Qualification: “He signed it.” & “Explain the mortgage.”
–
Do not miss anything from MarketingDirecto.com and join our Telegram t.me/MarketingDirecto
