AN AD THAT REALLY HEALS YOU
ERNEST
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
- Capitalize on Uniqueness: Highlighted ABANCA’s unmatched geographical coverage by addressing a real, physical need during the pilgrimage.
- Direct Interaction: Created an innovative, tactile experience for the audience, making the message unmissable and impactful.
- 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.
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Client
ABANCA
Agency Name
ERNEST
Categories
Financial Services
Best Art Direction
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