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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

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  • Tema sedmice
    daljinski-naslovnica

    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

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    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!

    lazar-naslovnica

    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

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

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    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    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

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    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

    Mladi Lideri

    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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    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    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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    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

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    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home News

Banking communication that everyone understands

The new brand Addiko Bank is presenting itself in five markets with the help of the London agency Prophet, and the Croatian agency Bruketa&Žinić OM

02/09/2016
in News
2 min read
Banking communication that everyone understands 6

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Do you have an ear for banking poetry? This is a question that certainly intrigued many in the markets in the region where the bank operates. In the meantime we found out that behind the question is a new brand, the Addiko Bank, which emerged from the former Hypo Alpe Adria Group, which after a change in ownership opted for a rebranding.

The new brand strategy, which included the creation of the new name for the bank, a new visual identity and a new strategic positioning, was developed by the London agency Prophet, while agency Bruketa&Žinić OM is in charge of communication at five different markets.

“Consumers have a need for more practical and easier services to which Addiko Bank responds by advocating for clear, simple and direct banking. Therefore all our communication will be clear and understandable to everyone,” said Maja Čulig, marketing director at Addiko Group AG.

Insight for the campaign stemmed precisely from the fact that, although the banking terms are clear to bankers, they are complicated and incomprehensible for the majority of people. Siniša Waldinger, Creative Director of Bruketa&Žinić OM, said that this is the reason why they opened the campaign with a teaser that features typical banking jargon, and asked the public if they have an ear for banking poetry.

“The campaign was immediately noticed and recognized as something that people can relate to on the basis of personal experience. This is exactly what we wanted to show. That things can be done without the mess. And in the revealer phase we explained some of the incomprehensible terms,” Waldinger said and added that the slogan is simple, but unusual, in the form of a mathematical formula that can be understood by everyone.

The big project team applied the user-focused communication and customer-friendly principle on all points of contact with the target groups, through various online and offline channels, from internal to external communications. “We managed to do all that in practically two months on multiple markets which was the biggest challenge of this campaign,” said Ivanka Mabić, Account Director at Bruketa&Žinić OM, whose biggest motivation was her work with the London agency Prophet and the highly engaged team of Addiko Bank.

 

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“The first reactions from the market show that we have succeeded in our plan to intrigue the public as challengers in the market, and to clearly present ourselves as a bank that wants to change the current banking. And we will do our best to succeed in it,” concluded Maja Čulig.

Tags: Addiko BankAddiko Group AGBruketa & Žinić OM
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