As Black Friday, the commercial event par excellence, approaches, many organizations, entities and brands take the opportunity to reinforce their commitments to more conscious and responsible consumption. Ecoalf, Wallapop or Back Market are some of those that in recent years have turned the event into an opportunity to convey their purposes. The digital bank B100 joins them with its latest marketing action.
B100 encourage consumers to reflect before making purchases
The company seeks to transform Black Friday into “Block Friday.” And with the help of the creative agency PS21, it has carried out a “blocking” of advertising spaces to warn citizens of impulsive consumption associated with the commercial event and encourage consumers to reflect before making their purchases.
Thus, on November 17, it deployed a “visual silence” in some of the most commercial points of Madrid, through outdoor advertising creatives with a sober and monochromatic design that sought to reduce the advertising saturation of the environment. The pieces, in the form of crossed-out texts, revealed messages such as “39% of people admit to buying things they do not need on Black Friday”, “More than 60% of purchases made on Black Friday are on impulse”, or “Think, think, think, buy”.
The graphics were activated on digital screens in Callao, mupis in Gran Vía and Fuencarral, large format banners in Ronda de Atocha and Metro advertising supports. The intention of B100, as the agency explains in a statement, has not been to eliminate advertising, but to interrupt it, giving a visual respite and motivating a change in mentality.
The action is part of a broader strategy. Before said blockade, the first phase of the campaign carried out a digital activation through display formats that disseminated the slogan “Block Friday”. The intention was to direct users to an informative landing page with educational content on conscious consumption.
“At B100 we launched Block Friday because we are convinced that the best way to save is to consume responsibly. It’s not about not buying, but about buying well“, explains the brand on said website. In it, in addition, B100 highlights its Pay to Save card, pointing out that “contributes to cleaning plastic from the sea with part of our income” and positions it as an ally to align citizens’ responsible consumption with positive impact.
The last phase of the campaign will take place during the week of November 24 to 30, since Black Friday is celebrated on Friday, November 29. It will have a social and editorial amplification strategy that will include an audiovisual piece with a presence on TikTok Top Feed and collaboration with influencers to reinforce the debate around financial health, decision making and responsible consumption.
The brand is also generating content around consumer opinions and perceptions.
This invitation from B100 to a more conscious purchase is part of the brand positioning, launched by Abanca at the beginning of 2024. The bank promotes a new conscious banking model that links financial health, personal well-being and positive impact on the planet.
In this sense, the action is aligned with previous campaigns that have promoted, among other things, better financial health, or emotional and physical well-being.
