BBVA

Spain’s leading bank

Briefing: BBVA, Spain’s leading bank, launched a new investment fund, (100% capital guaranteed and an initial 5% contribution is paid into the customer’s account on taking out the fund.

The goal was to get the target audience to understand the product’s main attributes, taking into account the complexity of investment products, via a low unit cost mail-pack.

Idea: A simple mechanics, clearly demonstrated the main benefit: 5% interest up front.

Results: A total of 900,000 packs were sent. There was a provision to sell $450 million worth of funds in 1 month. In the first 2 weeks, they sold $915 million, (203%) and by the end of the promotional period they had sold $2,080 million (462%)

Captions: The outer envelope read “the best way to start investing is by earning”.

On opening you read “If a bank offered you earnings up front on your investment and guaranteed it 100%; What capital would you invest?” and we offered 3 investment options (low, medium & high).

On marking the amount box, the pressure of the pen on the paper automatically activated the printing out of a check (from inside the leaflet) for 5% of the amount chosen.

Finally, on opening the leaflet, the funds specifications were described in a clear and graphical way, to eliminate any lack of confidence towards investment products.