By Barry Janoff, Executive Editor
December 21, 2010: BBVA, which earlier this season became the first official bank of the NBA, WNBA and the NBA Development League, said it would use the league's heavy Christmas Day schedule to launch its first national hoops-centric marketing campaign.
The effort, "Team. Works." will be anchored by a TV spot that will run Dec. 25 during telecasts of the NBA’s five nationally televised games on ABC and ESPN. Support includes Internet, POP and arena signage at each of the five venues. The 15- and 30-second versions of the spot were handled by BBVA Compass and GSD&M Idea City, Austin, Texas.
The first season of the campaign will also include support of the league’s social responsibility project, NBA Cares, through which BBVA's U.S. subsidiary, BBVA Compass, will bring "Team. Works. In Schools" to schools in certain BBVA Compass markets that need refurbishing. A third component will be a BBVA Compass-NBA mobile tour featuring a 67-foot, 18-wheel truck that transforms into 6,000 square feet of basketball activities. The tour is scheduled to be held in Spring 2011 in ten communities within the BBVA Compass Sunbelt footprint.
The NBA alliance is part of BBVA Compass' strategy to establish itself as the "Bank of Sports." BBVA Compass recently became title sponsor of the BBVA Compass Bowl, Jan. 8, 2011, located in its U.S. headquarters of Birmingham, Ala. Overseas, BBVA is title sponsor of La Liga BBVA, Spain’s top pro soccer league.
BBVA has been named one of ten Sports Marketers of the Year by NYSportsJournalism and is in the running to be named Top Dog Sports Marketer of 2010 in a vote currently being conducted among readers of NYSportsJournalism. The results are scheduled to be unveiled in late January.
The TV spot is a highlight reel of NBA play that stresses teamwork, including on-court action showing Kobe Bryant and Paul Gasol of the Los Angeles Lakers, Carmelo Anthony and Nene of the Denver Nuggets, Rajon Rondo and Ray Allen of the Boston Celtics and Dirk Nowitzki and Jason Kidd of the Dallas Mavericks. A voiceover offers, "Teamwork works. In the NBA and at BBVA Compass, the official bank of the NBA." (See full spot here.)
“Whether you’re on the basketball court or in the financial arena, teamwork plays a vital role in determining success,” Manolo Sanchez, BBVA U.S. country manager and president/CEO of BBVA Compass, said in a statement. “Our new ad campaign provides fans a captivating visual experience of how teamwork in the NBA translates into success on the court."
According to Sanchez, BBVA's goal is to "recreate that success by providing our customers with a championship caliber banking team that meets all of their financial needs. Teamwork also involves being a good teammate, which is why we are very proud to be partnering with NBA Cares to help revitalize schools in the communities we serve.”
"Team. Works. In Schools." will join with NBA Cares to refurbish schools in BBVA Compass markets including Birmingham, Dallas/Fort Worth, Houston, Phoenix and San Antonio. The first school revitalization project is scheduled for Jan. 13. The BBVA Compass-NBA mobile tour truck includes two basketball areas, a tech area where fans can play the latest NBA videogames and a video wall with NBA game footage. The tour is scheduled to be held in Spring 2011 in ten communities, including Albuquerque, Birmingham, Dallas/Fort Worth, Denver, Houston, Jacksonville, Phoenix, the Rio Grande Valley, San Antonio and a city in California yet to be determined.
“Our new ad campaign provides fans a captivating visual experience of how teamwork in the NBA translates into success on the court."
Earlier this year, BBVA received significant exposure during the 2010 WNBA Finals presented by adidas when the Atlanta Dream and 2010 WNBA Champion Seattle Storm wore jersey's featuring the BBVA logo. This past October during the pre-season NBA Europe Live presented by EA Sports tour, BBVA served as an associate partner of the game between the Los Angeles Lakers and Regal FC Barcelona and was presenting partner of the Fan Zone event prior to the game.
“Christmas Day is a highlight on the NBA calendar and the perfect opportunity for BBVA to demonstrate its commitment to teamwork,” Mark Tatum, NBA evp-global marketing partnerships, said in a statement. “These games will be a great showcase for one of our newest marketing partners as it unveils its first NBA-themed campaign, illustrating how our official bank strives to be a great teammate and create winning experiences for NBA fans.”
The NBA schedule on Christmas Day features the Chicago Bulls at the New York Knicks (ESPN), Orlando Magic at the Boston Celtics (ABC), the Miami Heat visiting the Los Angeles Lakers (ABC), the Denver Nuggets at the Oklahoma City Thunder (ESPN) and the Portland Trail Blazers at the Golden State Warriors (ESPN).