How can you connect a bank and a music festival? (Because this will solve the earlier problem, how do you connect a bank and younger people (who don’t love banks)?) This latter was the challenge presented to Ecaudroain agency, Bombai, by Banco de Bogotá.

The bank had half the solution until it came up with an ingenious answer – get the bank to offer festival ticket loans.

The Estéreo Picnic Festival (FEP), is one of the most important music festivals on the South American continent. It was expected to gather 2022 more than 120,000 people between March 25 and 27 in Bogotá. Its attendees are mostly young people who share many characteristics, among them, a particular resistance to the Colombian financial system.

The challenge, explained Alejandro Gómez, creative director of the campaign, was not trying to disguise the bank within the event, hoping that attendees will change their opinion instantly. “That’s why we decided to act like a bank and do what he does best – a financial product. But this time designed exclusively for the event and music fans. The first credit in the world that lends you for a festival ticket” he comments.

The credit, offered 100% digitally and with a special rate of 1.50% NMV (the lowest rate in the bank’s history), financed amounts from $400,000 to $20,000,000 ($USD 100 – $USD 5,000) with payment terms ranging from 12 to 72 months. 

“The first loan of a generation and the first contact of many with a bank, a loan with the lowest interest rate in the bank’s history, which was requested digitally and was approved and disbursed in 10 minutes,” Gómez added.

The financial entity was also part of the FEP offering a payment gateway to avoid the use of cash during the event. Included in the campaign was the Banco de Bogotá Stage, a platform that promoted local as well as international artists such as Urdaneta, Diamante Eléctrico, The Drums, King Gizzard & The Lizard Wizard. The Stage’s experiences were available to clients and non-clients.

“I think that with this initiative we managed to make the Banco de Bogotá brand relevant at a time when brands need to understand that people are very euphoric about leaving, but it comes from a pandemic,” stated Daniel Osorio, executive director of Bombai.

The campaign ran on digital platforms and in the streets of Bogotá.

Results:

• The positive sentiment of the youth sector grew by +79.5
• More than 40 million impacts through our communication and 4039 were requested for the first time by new users.
• Banco de Bogotá went from being the oldest bank in the country to being perceived as the youngest.
• The bank allowed many young people to attend the festival when they thought they would have to see it on Instagram.