BBVA: The Concert No One Was Waiting For

This case study shows how BBVA, a financial services brand, increased and updated its customer information database by organising Peru's first ever Karaoke concert.

Advertiser: BBVAAgency: FahrenheitDDBCountry: Peru

Objectives

Marketing Objective:

To update and increase our database.

  • To obtain 1'000,000 updated data and of potential clients (6 times more than the last campaign in 2009) in a 3-month period.

To comply with the new Personal Data Protection Act that demanded every company to ask the public for authorization to receive information about its product and offers.

  • Regulatory compliance: to obtain the explicit agreement about the Personal Data Protection Act by 50% in 3 months' time.

Commercial Objective Post Campaign:

In consequence of updating the database.

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