A Woman’s Story

In the face of increased understanding about the role of women’s influence in the financial decisions of households, Caixa Geral de Depósitos (CGD) had already designed a series of products aimed at women. As one of the largest financial institutions in Portugal, CGD had led the way with Caixa Women’s Solutions (CWS) – a series of products covering insurance, deposits, credit cards and more. CGD needed to find a way to promote these services to increase customer numbers and drive account deposits.

The target demographic was women aged 25-44, which translated to an estimated 733,000 women in the Portuguese population. Financial products offered to women were traditionally patronizing or kitsch in nature. CWS wanted a campaign that would de-bunk the stereotypes of women and banking, so it was out with the “free spa vouchers” and in with something different.

“A Woman’s Story” was a seven part TV series that aired across four weeks in a primetime slot on the Fox Life channel. The show followed the lives of three female friends in their day-to-day activities. CWS was integrated into the storylines, and as the financial questions in various characters lives were addressed, it broke down financial concepts into situations that were easier to understand. Outside of the show, each character appeared on their own Facebook Twitter and Flickr profiles, where they shared more of their experiences. These profiles also revealed related Caixa Women’s Solutions products, as well as promotion for the TV show. Monthly newsletters and SMS reminders were sent to fans with upcoming news regarding the series and CWS promotions.

The innovative financial-based character driven TV series attracted reached an audience of more than 900,000 women. Caixa Women’s Solutions saw a 48% increase in the amount of online deposits, and more than 12,000 account registrations. The campaign generated significant brand awareness statistics, and represented the first time a bank in Portugal had adopted a Facebook profile.