Portugal was in the deepest economic crisis ever. With lots of packs with measures of budget cuts and tax increases. Portugal asked help to IMF, European Central Bank and European Commission (troika), that demanded more cuts.
So the CGD bank (national traditional bank), prepared a special plan pack. The PAP, the Automatic Saving Plan, with 9 automatic saving measures to improve the lives of the Portuguese.
To present the PAP to the Portuguese, we’ve created the portuguese Troika (group of 3 people), that were 3 of the most famous comedians that presented the PAP in all the four national tv channels at the same time 8pm.
The result was outstanding, with teaser, everyone thought it was a real political statement. Coverage of various media, and 2000 facebook fans in the first week.
Movie Copy: Day 31 at 19.55 the troika will talk to the Portuguese.
Movie copy: Portuguese, if you want to save is in the PAP!
Left Poster headline: In the bag.
Tagline: Learn the 9 measures that will automatically improve your life.
Right Poster headline: Where saves a Portuguese, automatically save two or three.
Tagline: Learn the 9 measures that will automatically improve your life.
Movie copy: Saving money is as automatic as taking a coffee.
Movie copy: Know how to save, even when using bank cards.
Left Poster headline: Savings should be as mobile phones, three per Portuguese.
Tagline: Learn the 9 measures that will automatically improve your life.
Right Poster headline: Saving even when spending is automatic.
Tagline: Learn the 9 measures that will automatically improve your life.
Movie copy: It’s like putting your money in passive gymnastics. Maximum results, zero effort.
Poster headline: We’re here to put your savings to work for you.
Tagline: Learn the 9 measures that will automatically improve your life.
Agency: McCann Lisbon
Creative Director: José Marques
Art Director: Filipe Domingues
Copywriter: Susana Lourenço
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