Nowadays, there are a multitude ways and methods to promote a business. Advertising and marketing specialists use not only traditional means, like TV ads or newspaper articles, but also unconventional tools of promoting various products or services.
This bank from Spain, ‘Banco Sabadell’ has also used a modern technique for making itself even more well-known on the market. More exactly, for their 130th anniversary, they have created a big campaign, called ‘We are Sabadell’. This was intended as a tribute to their city and everything culminated with an organized flash mob.
Bank Sabadell’s organized flash mob. Photo source: vimeo.com
On the 19th of May, 2012, at 6.00 p.m., 100 people took part to this flash mob – all very talented musicians from Vallès Symphony Orchestra, the Lieder, Amics de l’Òpera and Coral Belles Arts choirs. But all this performance was planned to happen only when triggered by a gesture of a person taking a walk in the Sant Roc city square in Sabadell. A man wearing an elegant tux was playing his double bass; and in front of him, there was a black hat. A girl approached him confidently and put a coin in the hat. Then, the miracle started – a flash mob that pushes the buttons of every viewer!
The little girl’s coin, placed in the black hat was just like the proper key for a lock. Offering her coin to that elegant musician in the street was probably one of the best coins ever spent in the girl’s entire life. Because this triggered the appearance of a big orchestra in the square. Entering the scene of the public concert one at a time, the musicians start playing their instruments with passion and grace, like in a famous Opera Hall in one of the most cultural capital cities on Earth.
More and more people gathered in the square to listen to the music; they were amazed, muted with joy and admiration for a concert they were offered for free. The people sing the lyrics of the song played by the musician at their instruments. The little girls who put the coin in the hat stayed in front for the whole length of the video, to see their entire performance. She ws also mesmerized by the show that took place just in front of her and enjoyed it to the fullest.
This type of advertising – an organized flash mob – used by Sabadell Bank is definitely unconventional, but quite efficient. We cannot imagine anyone taking part to this free, open-space, extraordinary concert or even viewing it online and not being touched by the musicians’ amazing performance and the Bank’s unusual, but so interesting way of approach to marketing.
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