CreceahorroCreceahorro

Product LaunchProduct Launch

Banco Wiese SudamerisBanco Wiese Sudameris

• Checking accounts lose credibility. (1987 tax on checks).

• No difference existed in the banking market between transaction and savings accounts. The existing product was no longer warranted. The opportunity opened for a true savings account product.

Situation Analysis

• Signifcant drop in annual interest rates from 4% - 5% to 1% - 1.5% in US dollars.

• Higher fees and commissions.

• Clients feel banks charge them for everything.

Situation Analysis

• A perception of poor bank service.

• Image hurt by rumours and questionings.

• Negative trends in savings deposits balances.

• Little credibility of banks offerings.

Barriers

• Promotional product offerings disregard need to save.

• Insufficient differentiation of savings service offerings among banks.

• Banco de Crédito’s Costo Cero service offering addresses the need, but the proposition was fuzzy and opaque.

• Strength of and support from the IntesaBciGroup (us principal owner).

Opportunities

• Position the Bank’s account as a TRUE savings option.

• Increase number of new accounts from 5,000 to 10,000 accounts per month during the length of the campaign.

• Modify the trends in savings accounts for individuals, both by number of accounts and total balances.

Objectives

• Men and women over 18 in the A, B and C income groups.

• Savers frustrated by falling savings.

• Savers lacking a positive bank saving experience.

• Individuals seeking a strong and safe organization, as well as higher returns, for their savings.

• Young people trying to build creditworthiness.

Target Population

• Tell beneficiaries about the new Creceahorro savings account.

• Clearly underscore the difference between saving at Banco Wiese Sudameris and other banks.

• Build a relation with savers through simple, clear and factual language for our messages.

Communication Strategy

• Number of new savings accounts grew 578.54% in the first campaign month.

• Launching the Creceahorro product additionally increased the number of Practiahorro accounts. Average account balance of $1,000.

Business Outcomes

Do you want a true saving option?

Come at Wiese Sudameris Bank here we have created Creceahorro.

A saving account with a true saving option

Magazine, Ad / Posters

• No maintenance charges.

• Pays interest since the first “sol”.

• No minimun amount requiered

BruchureDo you want a true saving option?

Brouchure

Brouchure

Come at Wiese Sudameris Bank here we have created Creceahorro.

A saving account with a true saving option

• No maintenance charges.

• Pays interest since the first “sol”.

• No minimun amount requiered

• The best interest rates.

• Free consumers in stores with WieseCash Maestro.

Do you want a true saving option?

Outdoors - Panel

New

Creceahorro

Creceahorro a true saving

Opened now!

P.O.P. - Pin

Three spots sustained this campign. Its a history of a savings account client: The spots 1 and 2 where aired together and #3 after a month.

Spot 1:

In this spot the client goes to the bank “x” to check his saving account and was surprised with the news that instead of having interest for his savings he has to pay the bank.

Tv. Comercial Spots

Spot 2:

The client goes to Wiese Sudameris Bank and he can not believe that in this bank they will not charge him for maintenance, pay him interest since the first penny and he will not need a minimun account to open his account.

Spot 3:

The client after a while goes back to the bank an confirm that in Wiese Sudameris Bank he gets more for his money.

Tv. Comercial Spots