BBVA

Financial

Simply makes sense.

To amplify BBVA’s reputation in commercial payments, 50,000feet partnered with Mastercard to position BBVA at the forefront of innovation, developing a platform supported by brand, messaging and sales enablement strategy and a robust suite of digital, print and interactive applications, including an animated video series and ROI calculator.

Insights

As  BBVA’s Commercial Payments and Payables focused its efforts on driving significant growth in the US alongside investment in and expansion of their US markets, the global financial leader faced the challenges of competing in a highly commoditized market without a consistent brand expression nor the benefit of a sales enablement process to support their sales team. In partnership with BBVA, 50,000feet helped to develop a strategic marketing approach that focused on streamlined, efficient and flexible selling, which supported larger marketing planning efforts and helped introduce the brand to both new and existing customers as a solution-led bundled offering. Our goal was to help BBVA deliver a clear and compelling message to choose BBVA over their competitors and to equip and energize their sales team efforts and deliver them the strategy, content and tools required to perform at scale.

Idea

50,000feet developed a strategic brand positioning and messaging framework for BBVA through a collaborative, yet rigorous process, and our team created a fully integrated brand strategy and sales enablement plan along with supporting content to bring their marketing program to life for customers in compelling and relevant ways. We developed a brand platform that helped establish the foundation for BBVA Payments identity as well as messaging and visual presentation to enable cohesive and consistent expression across applications. Our team developed marketing content and experiences spanning digital, video and print for their 300+ sales organization and interactive tools such as an ROI calculator that supports the strength and scale of their teams' efforts.

Impact

Through a collaborative and accelerated process, 50,000feet helped to identify strengths and opportunities for the BBVA business and brand, revealed gaps in their marketing funnel framework and provided an adaptable, performance-focused, go-to-market solution that helped BBVA from building awareness to lead generation to direct selling through post-sale supporting. As a result of this program, BBVA has seen a 40% increase in commercial applications, a 100% increase in payment volume in one year and a 200% increase in existing banking customers who also enrolled in commercial payments.

Brand Style Guide

Aligning stakeholders on the use of branded elements, 50,000feet created a style guide to enable cohesive and consistent expression across applications. The guidelines offer practical advice, general suggestions and specific rules for usage of brand identity, color palette, illustration style and tone of voice, ensuring that the BBVA Compass Spend Net brand maintains its integrity.

50,000feet created a modular suite of sales enablement tools with an emphasis on streamlined, efficient and flexible selling. The concepting and design of materials supported our larger marketing planning efforts, introducing the brand to both new and existing customers as a solution-led bundled offering.

BBVA Product Videos

50,000feet partnered with animation studio Bien to storyboard the BBVA Compass Spend Net narrative, using brand illustrations brought to life through video. With an overview video that captures the full spectrum of solutions along with supporting product-level vignettes, we developed a framework that is scalable and shareable, conveying a consistent, relevant value story across three parts.