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  • Vijesti

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    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

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  • Tema sedmice
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    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

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    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

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    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

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    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

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    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

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    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

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Home Interview

BalCannes stories behind the projects: Sufferings of satisfied users; agency McCann Zagreb

Big ideas must be simple

22/08/2018
in Interview
2 min read
BalCannes stories behind the projects: Sufferings of satisfied users; agency McCann Zagreb 4

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Adnan Arnautlija

The task that the agency McCann Zagreb received from their client Raiffeisen Bank was to devise a new communication platform that would start with an image campaign from which to develop product campaigns later on. Banks and banking services still predominantly evoke negative or neutral spontaneous associations: loans, interest, minus, waiting – these are the first associations that come to mind.

Personal experience is the main factor determining the perception of the RBA Bank – clients are satisfied with the bank’s behavior and the business they perform, which is why they consider it very close to the ideal bank.

The question that arises is how to include existing clients and thank them for choosing RBA Bank, and to attract non-clients who have no personal experience with this bank, at the same time avoiding the tone of self-promotion and bragging that doesn’t fit with the banking category and the distrustful social context?

The answer was simple: the satisfaction of our clients speaks for itself! Raiffeisen Bank is a bank of satisfied clients! Still, it’s not easy to be a satisfied user. Other people see them as weird, as no one trusts them. That is why they are isolated and self-conscious. Still, they decide to say something that others are ashamed to say: We are satisfied users of the Raiffeisen Bank!

Brand awareness of the bank after the image campaign rose by 160%, and the number of new credit card users rose by 74% in comparison to the period before the card campaign.

We talked about the campaign Sufferings of satisfied users with Danijel Vuković, Creative Director at McCann Zagreb.

We came up with the idea … through analysis of statistical data from the banking sector, and the facts that RBA has the highest percentage of satisfied users.

Our guiding thought was … to communicate that, in a country in which most people don’t like their bank, there are still those who are satisfied with theirs.

During the realization, the biggest problem we encountered was … quality application of the communication platform to tactical sales campaigns.

The greatest contribution of this campaign were … the praises the bank received from their long-term clients, and arrival of new clients to both the bank, and us, the agency.

And it is special because … it spoke about a topic that is rarely mentioned in the media.

When it comes to our project, we are most proud of … the simple and true idea that was founded in a real insight into the behavior and opinions of people, and its “platformness”, or in other words the ability to evolve over a longer period of time, through years of consistent communicating.

If we were to go from scratch ... we would probably get client’s approval for even bolder execution.

Throughout the process we learned … again, that big ideas must be simple.

What you certainly didn’t know … that all the campaigns within this platform were realized with the same production house and the same director.

From BalCannes we took home … new friendships.

 

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BalCannes stories behind the projects: Sufferings of satisfied users; agency McCann Zagreb
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Tags: BalCannesBalCannesBalCannesDanijel VukovićMcCann ZagrebRaiffeisen bank
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