AN AD THAT REALLY HEALS YOU

Medals Won

• GOLD – Best Art Direction
• SILVER – Financial Services

Campaign Overview

ABANCA, Galicia’s leading bank, launched a unique health insurance plan with extensive geographic coverage, reaching even the most remote villages. The campaign, “An Ad That Really Heals You,” showcased this standout feature by creatively addressing a real need for pilgrims walking the Camino de Santiago: relief from blisters and chafing caused by the long journey.

The centerpiece of the campaign was posters made entirely of band-aids, strategically placed in pilgrim hostels. These “ads” were not just promotional—they served as a practical, interactive solution to a common issue, embodying the health insurance’s promise of accessibility and care.

Creative Concept

The campaign bridged product functionality with an innovative execution:

• Posters of Band-Aids: Designed to be torn off and used by pilgrims to treat wounds and blisters, reinforcing the brand’s extensive coverage.
• Perfect Placement: Located along the Camino de Santiago, directly addressing a tangible need in the moment.
• Alignment: The product’s promise (“health insurance everywhere”) was brought to life in a way that was both useful and memorable.

Execution Strategy

1. Capitalize on Uniqueness: Highlighted ABANCA’s unmatched geographical coverage by addressing a real, physical need during the pilgrimage.
2. Direct Interaction: Created an innovative, tactile experience for the audience, making the message unmissable and impactful.
3. Leverage Local Identity: Reinforced ABANCA’s image as a “local” brand deeply connected to Galicia’s culture and people.

Impact and Results

The campaign exceeded all expectations, achieving significant results:

• Brand Awareness: Increased from 52% to 87% (+67% from the starting point).
• Product Awareness: Jumped from 0% to 56%, surpassing the goal by 224%.
• Website Traffic: Weekly visits skyrocketed from 960 to 13,571, achieving 542% of the goal.
• Simulations: Grew from 850 to 3,300 per week, reaching 165% of the target.
• Sign-ups: Increased from 200 to 1,252 per week, achieving 313% of the goal.
• ROI: Achieved a remarkable 2,082% return on investment.

Why It Worked

By creatively aligning product benefits with cultural and situational relevance, “An Ad That Really Heals You” not only stood out but also became a symbol of care and accessibility. The campaign’s unique interactivity and thoughtful placement resonated with its audience, delivering both immediate utility and lasting brand impact.