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As part of new in-branch digital signage network launch, my team and I provided a digital experience strategy consultation for BBVA Bancomer in Mexico. As Bancomer began working with other firms that had not properly established a concise strategy, my team and I where brought in to help focus the direction and stress the importance of effective content as the catalyst for overall network and marketing success. As part of the engagement we helped establish new and improved approaches to content development—closely tied to measurement of objectives in order to enjoy ongoing success in this venture. We helped map out resource-efficient content production techniques to ensure maximum value and acceptable operational costs. Through observations and extensive research we identified opportunities for Bancomer to engage their audience with digital signage content both as a third party advertising tool and as a supporting tool for the Bancomer brand. The digital signage needed to support objectives for the new network through a redesign and reconstruction of the existing branches with the same objectives in mind. The result would improve perceptions and integrate the screens more effectively. The previous content lacked clear call to actions or references to the bank and thereby was less effective than it could be. Specifically perviously produced content was ineffective due to poor design, over- communication, length of spot and lack of frequency of play. All of these deficiencies needed to be addressed throughout our strategy document with defined solutions and ideas for better ongoing production.
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Bancomer needed to adopt a stronger adherence to the corporate brand guide. They where creating a disconnect between what the audience saw and what the bank would like them to perceive. We helped to develop a new digital brand standard guide to b e followed in all future digital content and communications. This included a solid infrastructure for developing both messaging and content ensuring better consumer response and recall.
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