BBVA · Digital Sales
Where brand turns into sales.
Client: BBVA · Agency: Shackleton · Accenture Song · Year: 2021–2025
Between 2021 and 2025, first at Shackleton and then at Accenture Song, I worked on BBVA’s digital sales: the point where a campaign wins a new customer. Years of campaigns, journeys and pieces of every size. This is a sample.
If you can imagine it, you can charge for it
The first major campaign under the bank’s new look and positioning. For a complex product, with different benefits for each business, we created a language and tone of its own: each piece starts from something every shop owner has pictured at some point. Made for stories and reels.
Say yes
The Online Account is BBVA’s flagship account for individuals and its main way in for new customers. Here promotion and brand work at the same time: before talking about euros, each piece talks about what you would say yes to with them.
The day-to-day
A good share of digital sales happens where hardly anyone looks: in the journeys that follow each customer with emails, text messages, notifications and in-app pieces, each at the right moment. It is high-volume work in very little space, where a subject line or a header decides whether you get read. These are just a few examples.
The future runs through your home
A sustainability campaign encouraging people to install a heat pump or solar panels in exchange for a lower mortgage rate. It began in the hallway, with a geotargeted mailing where the plants spilled out of the mailbox, and carried on in an email journey.
It also has a sound
Traditional advertising is part of digital sales too. Radio spots now live on Spotify and other audio platforms, where they play next to a banner and signing up is one tap away.
David Mohedano · About · Contact · info@davidmohedano.com