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.
“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.