BBVA Compass – “In Their Own Words”
For this particular campaign, we sent each prospect a Flip video camera that included a pre-recorded, personalized message from the prospect’s designated Relationship Manager.
The concept was rooted in storytelling. The packaging also included a small brochure featuring stories from some of BBVA’s top clients. This brochure directed prospects to a microsite offering additional client stories and insights into business and banking.
The campaign produced $800 million in new relationships, including $692 million in new commercial loans. If the average duration of each commercial loan is 10 years, at an effective interest rate of 3.04%, projected interest revenue amounted to $97 million.