Campaign BBVA ‘Save money while saving energy”

Under the slogan ‘Save money while saving energy’, BBVA in Spain launched a new campaign to publicize its BBVA Energy Saving Plan, that is, the different solutions it offers its customers – individuals and companies – to save energy and, therefore, improve its financial health, two of its strategic pillars.

The campaign coincided with the approval by the Government of Spain of Law 14/2022, on economic sustainability measures, which includes an Energy Savings and Management Shock Plan to reduce energy consumption in administrative buildings, public places and shops . This implied that one of the main points of contact with customers, the almost 2,000 bank branches located throughout the Spanish territory, would have to be turned off after 10pm.

The creative agency was presented with the challenge of publicizing the ‘Save money while saving energy’ campaign in this new situation, which directly affected one of the traditional communication formats with which BBVA customers are most used to interacting: office signage.

We couldn’t think of a better way to capture the importance of energy saving than to lead by example, with a very concrete creative action that also saves energy and also complies with the new government law, thus transcending the mere declaration of a motto: focusing on We work with a luminescent ink that stores light energy and returns it later, shining in the absence of light. In this way, customers could see the messages of the campaign even if the storefronts were turned off. The BBVA Marketing team strengthened the campaign by dedicating space in all of the bank’s Spanish offices to its message.

This creative action has been “brilliant” in every way. For BBVA Creative, luminescent vinyls have been an opportunity to innovate a communication format, physical signage, which traditionally has undergone few variations. And BBVA has been allowed to publicize its new campaign in compliance with the current Spain’s efficiency law and at the same time offering a direct example of energy savings.