Drugi jezik na kojem je dostupan ovaj članak: Bosnian
In our society there’s an unwritten rule that one cannot be satisfied with one’s bank. When you talk about banks, you have to complain about your own, at least about something. With the new brand campaign for Raiffeisenbank Austria, agencies McCann and Fahrenheit decided to show that this could be changed, and that it’s actually very easy to reveal the unusual experience of satisfied bank customers.
The communication strategy is based on the positioning of RBA as opposed to negative associations, where this unwritten rule gets twisted in a relaxed and humorous way. The campaign has two TV spots in which an RBA customer experiences disbelief and gossip of her surroundings due to her statements that she is quite satisfied with her bank.
Lovorka Mifka, chief specialist of marketing communications at Raiffeisenbank Austria d.d. said on this occasion: “Since the last RBA brand campaign was in the media six long years ago, the agency was given a challenging task – to design a new communications platform with new visual, above the line creative solution, tailored to all major media, and in the below the line sense for all accompanying printed promotional materials. Of course, it all had to be done in an original, striking and recognizable way.
We enthusiastically started the preparation and development of this campaign, and the basic insight for it stemmed from research that found that clients of Raiffeisen are satisfied with their bank. McCann and Fahrenheit tackled the brief and with great understanding developed the communication platform ‘Unusual Experiences of a Satisfied Bank Customer’. As the whole campaign turned out pretty fun, somewhat provocative and innovative for the banking market, we are extremely pleased with the final product and with cooperation with our agency.”
The concept of satisfied bank customers was devised by Daniel Vuković and Goran Božić, art director of the campaign was Sonja Zavacki Čepelak, while the project was led by Bianka Stojanov and Ines Kalinić. Filming took place in cooperation with the production company Švenk, directed by Nevi Marasović, and standing behind the camera was Sven Pepeonik.