Advertiser: BBVA
Agency: FahrenheitDDB
Country: 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.

Increase sales through Telemarketing and Mailing channels by 10% in both channels.

Communication objective:

To generate a positive and emotional engagement through the campaign to break the barrier of them to give us personal data.