BBVA Compass – “The End of Competitive Advantage”
For this campaign, we targeted 800 high-value prospects. We pushed the concept to do more than just open the door — we created engagement.
The initial gift was a provocative (if ironically named) book by Columbia business-school professor Rita McGrath, titled The End of Competitive Advantage. The campaign connected Dr. McGrath’s unorthodox approach to strategy with the bank’s ability to create profitable, sustainable and repeatable advantages for the prospect.
A Twist on a Proven Idea
We complemented the printed campaign with a series of live events. First, we invited prospects to a series of Strategy Forums in seven cities throughout the bank’s footprint, each featuring a talk by Dr. McGrath.
We also created a separate series of live video conferences hosted by the publisher of Forbes magazine, featuring Dr. McGrath and other exceptional speakers. These live events extended the campaign beyond the typical Stage 2 direct mail campaign, fostering engagement across a number of touchpoints.
BBVA Compass had high expectations and they measured performance rigorously.
Our approach, again, produced astonishing results. Indeed, together we created $1.5 million lift in the average relationship compared to the control group.