Caixa Geral de Depósitos

Challenge: Drive awareness for Caixa Woman Solutions to increase online deposits and savings. Position Caixa as a woman’s best financial planner

Overview:

- Caixa Geral de Depósitos
- MPG, Media Contacts, Havas Sports & Entertainment, One-to-One Portugal

Awards:

- Premios a la Eficacia – Silver, Financial Products

Strategy:

- Targeted specific needs and problems of women at various life stages with straight talk
- Since women trust friends and family, current clients became our ambassadors
- Media-first: seven-part TV series entitled “A Woman’s Story” revealed the ups and downs in the day-to-day lives of three modern women and integrated Caixa and financial questions.
- Main characters continued conversation on Facebook, Twitter and Flickr

Results:

- 900,00 women reached
- 72% awareness
- Savings and deposits increased 50%
- New debit cards 128% above estimates
- +1200 registrations online
- 2nd best TV adrecall