The Project
Bank of America wanted to raise awareness that they had a free cross-border remittance service to Mexico and wanted to generate positive publicity for their new ‘Safe Send’ promotion. Designscape provided set design and event execution services for the multi – cultural marketing tour through California and the Southwest.
As Cinco de Mayo was a very busy remittance day, Bank of America decided to leverage the holiday as the kick-off point for the promotion centering on Hispanics of Mexican descent.
With a goal of 30 million media impressions conveying the program’s money saving ability, this would also drive new participants to activate 2,000 New Bank of America checking accounts. (PR Week)
Our Mission
Designscape designed, built and toured a giant automated Mexican Piggy Bank, through key festival events in the southwest in less than four weeks and deliver to the Cinco De Mayo Festival, in L.A. as well as pre-swarming activities, utilizing 4 giant size inflatable piggy banks.
Result
It won the PR Week Award for the Best Multi-cultural marketing event of the year.
Designscape designed, and built a 13’-6”, 3,000 lb automated and remote controlled Mexican Piggy Bank to tour through California and the Southwest on a new custom-built expandable flatbed trailer.
- It toured to San Jose/Santa Clara, Los Angeles (two festivals), Dallas, Houston, and Charlotte NC (Corporate Headquarters city).
- The PR Events reached more than 7,000 consumers
- Bank of America opened 3,295 new direct deposit accounts with Safe-Send during launch week,
- Surpassing its goal by 65% and boosting the total number of accounts with Safe Send by 57%.
The effort generated news coverage in national and local top-tier Spanish-language and general market media in seven out of 10 targeted Hispanic markets securing 54,329,603 media impressions, exceeding the goal by 45%.
