CLIENT
Banco Industrial
Edgar Chavarría, Customer Banking Division Director Luisa Fernanda Urcuyo, Promoctions & Marketing Sub-Manager Laura Muralles, Media & Marketing Budget Coordinator Bárbara Soza, Marketing Products Coordinator
AGENCY
Manuel Madrid, CEO & General Manager Jorge Solórzano, Creative & Strategic VP Víctor Pardo, Digital VP Julian Núñez, General Creative Director Caroly Vázquez, Account Director Andrés Heredia, Creative Director
SUMMARY
BI wanted to increase savings share, it transformed the saving icon into a giant influencer. • Increase savings 25% and 30% of accounts in the interior of Guatemala. • Exceed savings in 25% and 40% of accounts in the metropolitan area. 22 giant Tecolotes became art pieces. Their image was the basis of the communication. • There was an increase of 43% in savings and 68% en new accounts in the interior of Guatemala. • Savings increased in 61% and 77% in new accounts in the metropolitan area.
