The Estéreo Picnic Festival (FEP), today consolidated as one of the most important music festivals on the continent, expects to gather 2022 more than 120,000 people between March 25 and 27 in Bogotá. Its attendees are mostly young people who share many characteristics, among them, a particular resistance to the Colombian financial system.
So how to insert the brand of a bank into the festival? The challenge, explains Alejandro Gómez, creative director of the campaign, is not trying to disguise the bank within the event, hoping that attendees will change their opinion instantly. “That's why we decided to act like a bank and do what he does best: a financial product, but this time designed exclusively for the event and music fans. The first credit in the world that lends you for a festival ticket” he comments.
This professional campaign titled 'First Loan' was published in Colombia in May, 2022. It was created for the brand: Bank of Bogotá, by ad agency: Bombai. This Experiential and Outdoor media campaign is related to the Finance industry and contains 1 media asset. It was submitted 3 months ago.