This Crowdsourced Campaign Idea For Citigroup’s Banamex Tested 20% Higher Than Others

banamex banner

Banamex, a Citibank Group bank that has been supporting the development of Mexico and its people for over 130 years, was looking for inspiration for its brand communication. In a hunt for fresh ideas, the country’s largest financial institution challenged eYeka’s community to submit posters with a tagline that expresses how it empowers Mexican customers to achieve their goals.

Among almost 100 creative entries from 18 countries, Banamex’s marketing department selected 3 winning concepts and tested them along with others, developed traditionally through its agency or the marketing team. In quantitative tests, one of eYeka’s concepts tested 20% higher than all others. The winning idea, which showed a timeline of Banamex’s innovations to meet changing consumer trends, also connected much better emotionally with its customers.

Banamex successfully used the winning concept to nurture its 130 anniversary campaign during the 2014 soccer Worldcup, online, in TVCs and in branches. Watch the client and the contest winners talk about their eYeka experience:

“This project truly resonated within Banamex. We plan to increase using crowdsourcing to develop new ideas.”

 

Andrés Mijares Ortega,
former Innovation Director at Banamex (Citigroup)

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About Yannig

Yannig was Marketing Manager at eYeka, responsible for PR, communication and research. Interested in marketing, innovation and design-related topics, he also loves to free his head by cycling, running, reading or drawing. Yannig, who holds an MSc from ESSCA School of Management and a PhD from University Paris 1 Panthéon-Sorbonne, tweets under @YannigRoth and blogs at www.yannigroth.com
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