First of all, we make a little history to try to know the present situation better. Throughout century XX, Spain develops and completes the denominated demographic transition: it initiated the century with high rates of natality and mortality, it finalized and it with low levels in both variables. The consequences on the structure of the Spanish population notice with clarity when comparing pyramids of population of 1900 and 2009.

In 1900, a third of the population was less than 15 years old, whereas the 5 percent of the Spaniards only surpassed the 65 years. A little more 100 years, later youngest only represent the 14 percent of the population, and the majors suppose more already more of the 17 percent of the population.

From the beginning of their banking activity, BBVA always has been characterized to offer service to the people majors, one of the most important groups. Therefore and to give an attention still more customized and adapted to the tastes and needs of majors, the bank decided to create the Segment Majors, with a supply directed to all the clients majors of 59 years.

Under the name of Program 59+, and with the initial motto We changed years by advantages, this program goes directed to this so excellent segment of the population, with great potential of growth: in 2015 there will be 12 million people of more than 59 years, that will be the 25 percent of the population of Spain.
Now, when a year is marked from the launching of Program 59+, BBVA Spain and Portugal renews and extends their specific program directed to the people majors, with important financial advantages, benefits, gifts and discounts for the clients.

The organization counts on a supply differential and innovator for this segment of population. The bank already was pioneering in offering a specific service directed to this group, with the launching of Program 59+ in May of 2009, that included one complete financial supply and nonfinancier, who now extends itself.

The objective is that the clients enjoy more their time, leaving into the hands of its bank of confidence its important financial subjects and nonfinanciers and, for it, BBVA make their east available program, since as he says the new campaign: With 59+ he lives himself better.

In order to accede to Program 59+ it is necessary that the client is, at least, 59 years old, and thus will be able to enjoy a series of advantages. Simply to have the domiciled pension the client will have: exemption of administration commissions and maintenance of the account; check transferences or income without cost; a gratuitous card; advance payments of pension or list of up to three times its amount without commissions; and special conditions in the formalization of loans and insurances.
Like main newness of the present renovation of Program 59+, the bank offers to all the clients two entrances of theater and the advantage of the 3 percent during a year to domicile its main receipts.

Besides these attractive gifts, and as promotion stars, the clients of 59 years or more, than domicile their pension or list also will receive, of gratuitous way and in its address, a cart and a basket of the purchase evaluated in 250 Euros, composed by 70 articles of first quality. Also, those that or they have domiciled his pension or list will be able to decide to this gift, every time they want, on each two friendly or relatives, majors of 59 years, that present/display and domicile hers to us.

To all the it will be able to realize them proceedings of a very agile and simple way in any office of the bank. BBVA is committed to realize the management in a maximum term of 72 hours.

To the previous advantages oriented others to the leisure and the daily life are added, that go from entrances to go free to the cinema, until the possibility of traveling to incredible prices and of obtaining a moving body of the high range and very easy to use, of totally gratuitous way.

This proposal is supported by a novel campaign of marketing. Of this form, the organization tries to homenajear to the majors of 59 years, whose trajectory deserves a recognition that not very often takes place in advertizing means.

Under the motto With 59+ it is lived better, have rolled three spots carried out by as excellent personages as Jose Maria Iñigo, Laura Valenzuela and Andres Aberasturi, where they three-dimensionally narrate his vital trajectory accompanied of his own animated ups and downs.

The bet of the organization by
Segment Majors is clear.