BBVA’s 'One BBVA' and 'El Sentido del Cacao (The Sense of Cocoa)' campaigns, recognized at the Dircom Ramón del Corral 2020 Awards
Dircom, the Spanish Association of Communication Executives, announced the names of the winners of this year’s edition of its Ramón de Corral Awards. BBVA took home two awards, one for 'One BBVA' named 'Best integrated campaign for organizational change' and the other with 'El Sentido del Cacao', named 'Best external campaign for services’ category. Also, BBVA's 'Values Day' event was one of the finalists in the 'Best in-house event involving over 500 workers’ category.
The 2020 edition set a new participation record, with more than 200 submissions, proving the level of commitment from all participants to excellence and the strategic relevance of communications. The Dircom Ramón del Corral Awards are the Spanish stage of the Fundacom Awards. The winner and two finalists in each of the 23 categories automatically become the Spanish entrants to Fundacom Awards, which will be announced in late June.
'One BBVA', best integrated campaign for organizational change
Spain, Argentina, Colombia, Peru, Mexico, Paraguay, Uruguay, the United States and Turkey worked around the clock to join their forces under a single brand. A single identity for a bank with more than 160 years of history. The project proved that BBVA’s employees across the globe work as a single team and pursue the same purpose. "In the end, nearly 4,000 people from all countries were directly involved in the campaign. It was a historic project," says BBVA head of digital marketing and sales Carlos Pérez Beruete.
BBVA's new identity aims to represent the timeless, simple and universal value of opportunities. A worldwide campaign that unified the bank’s image across the globe. “The diversity of all the professionals involved added an extra level of depth, nuance and excellence to this work, making it a turning point in the BBVA transformation process, "says Carlos Pérez Beruete.
'El sentido del cacao’, best external campaign services
‘El sentido del cacao’ was an initiative promoted to raise awareness about taste disorders, a group of pathologies affecting the gustatory system which affect almost 17 percent of the global population. The groundbreaking research project was developed combining different neuroscience and sensory management disciplines, with support from a number of institutions, including San Carlos Clinical Hospital in Madrid and the Oncological Institute of Barcelona.
“The project helped materialize our corporate motto, 'creating opportunities', lending a voice to a societal group suffering from a series of illnesses that very few people are aware about,” says Ana Redondo, one of the people who have caringly contributed to the project forward from BBVA. 'El sentido del cacao' also managed to continue the line of social vocation marked by El Celler de Can Roca and BBVA.
The impact of this recognized initiative goes far beyond the notoriety or exposure of a brand "because the research we undertook had never been done before in the world, mixing neuroscience, data and technology," concludes Ana Redondo.
BBVA’s 'Values Day' event, finalist in the category 'Best in-house event with more than 500 employees'
A day to feel proud to be working at BBVA. The bank's ethos, values, being one team… these are some of the ideas that are experienced in this in-house yearly event, now in its second edition. It is ‘Values Day’. A global project that aims to encourage all its employees to embrace the Group’s cultural transformation and values, creating spaces where they can discuss them, offering them the opportunity to share their insights and be heard. During the event, employees are invited to identify the Group’s barriers and opportunities and how they can contribute to overcoming and harnessing them.
Overall, more than 126,000 employees from 19 geographies spend a whole day learning about, embracing and experiencing the bank’s corporate values and behavior as drivers of cultural transformation. A number of workshops and activities allow employees to work on the foundations of the bank’s stated corporate purpose, to bring the age of opportunity to everyone.
A purpose that is evident in BBVA's involvement in society. The crisis unleashed by the coronavirus has led the bank to increase its global donation to €35 million to combat the pandemic.On top of this amount pledged by the bank, BBVA employees have donated an additional €1 million (an amount that the bank matched in the final donation).