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BBVA

How could we construct positioning that could be appropriated and acted upon, allowing BBVA to lead with relevance and coherence in an ultra-competitive and demanding category?

Picnic helped BBVA make its new forward-focused positioning (developed by Alegre Roca) an actionable and creatively fertile beacon for teams and partners.

REFRAME

We discovered that the advancement of people depends not only on material resources, but also on confidence in the ability to make decisions. Because without decisions, there is no progress.

We reframed the role of the bank: from a product bank to a project bank, a strategic ally that nurtures people's confidence so they can move forward in their projects and their lives.

UNCOVER

The real value of BBVA was not in promoting progress in a paternalistic way, but in creating the conditions for people to feel secure in making the financial decisions that move them forward. 

REINVIGORATE

We inspired and engaged internal teams and creative partners (Alegre Roca, Accenture Song and Teran TBWA) to align their tone, narrative and ambition, and redefined the relationship model.

We transformed this new positioning into a real guide for action that allowed the teams to have more lucidity in coherently deciding on the positioning, reinvigorating all areas with the role that BBVA could play in people's lives. Because when you have a good reason to be present, every touch point becomes an opportunity for real impact.
BRINGING THE STRATEGY TO LIFE
← LALIGA
LARIOS →

Strategy for Brighter Growth ™

MADRID
Calle Alfonso XII 36, 5 dcha
28014 Madrid
+34 913 688 249
holamadrid@the-picnic.com

BUENOS AIRES
La Pampa 1391, 5, oficina 5.1
Buenos Aires
holaba@the-picnic.com
LINKEDIN
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© PICNIC EXPERIENCE · All rights reserved — Legal

MADRID
Calle Alfonso XII 36, 5 dcha
28014 Madrid
+34 913 688 249
holamadrid@the-picnic.com

BUENOS AIRES
La Pampa 1391, 5, oficina 5.1
Buenos Aires
holaba@the-picnic.com
LINKEDIN
Picnic-Hormiga
© PICNIC EXPERIENCE · All rights reserved — Legal
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