“Imagination is everything. It is the preview of life’s coming attractions,” said Albert Einstein. A proof that it really is such and that it leads to the achievement of goals comes in the form of a new campaign for Raiffeisen Bank dd Bosnia and Herzegovina, which promotes loans for all your wishes. The creative force behind the campaign was the agency Communis Sarajevo, which designed and implemented it under the slogan “Keep your imagination up and running – a loan for anything and everything.”
The communication strategy was based on presenting the wide range of possibilities that this loan can provide, and at any time fulfill your wishes. The campaign includes a variety of communication channels. Clouds of imagination can be seen on the branded buses or at bus stops while waiting for the bus on your way to work or home. If you walk or drive around the city, you’ll see them on citylights and billboards. They are present on the website of Raiffeisen Bank dd Bosnia and Herzegovina, in online and print media where you read the latest news. A unique message is also communicated in brochures. Clients and visitors of Raiffeisen Bank offices can also see them there, where they wait to spark imagination. Radio jingle in a cheerful tone also informs you that it is time to make your imagination into reality with the help of loans for anything and everything.
Remember, imagination is half of the road to your set goals. Creative has been adapted in a way that recognizes the target group, so already today you can make your balloon of desires and make the step towards new challenges.
Belma Hadžiomerović, Director of Marketing and Corporate Communications & Sustainability Management at Raiffeisen BANK dd Bosnia and Herzegovina on the occasion of the campaign said: “Before the start of creating each of our campaigns, first we turn to our customers in order to hear their expectations. This time as well the campaign was preceded with a survey of clients who have shared their thoughts with us. Based on collected data, together with colleagues from the business segment, we translated those findings into a special offer for undesignated loans. It was important that the message to customers is clear, understandable and simple, and we can already feel the effects of the campaign through the positive feedback of citizens, as well as increasing demand for these loans.
Our desire – which the agency Communis flawlessly brought to life – was to remind the public that in the idea of the loan as a product there is no negativity and feeling of being trapped which are often associations, but bridging the time and financial constraints and allowing users to get what they want now. Raiffeisen Bank is a partner to its customers and follows them through important life stages. We want to facilitate the fulfillment of their goals and needs, and be part of the beautiful moments of our clients.
This integrated campaign, in addition to traditional communication channels, includes online advertising, as well as advertising through social networks, supported by PR activities.”
The creative concept was designed by the Communis “dream team” Ajna Zlatar and Hamdija Pašić.
Realization: Creative Director Naida Begović, copywriter Hamdija Pašić. The project was led by Account Managers Azra Dedić and Edin Karabegović. Graphic design was done by Amar Zahiragić, while web design was provided by Said Muraspahić. Photo shooting was done by Jasmin Fazlagić. Radio jingle is the work of producer and composer Đorđe Jovančić and Maja Buha, who lent her voice to add a happy note.
Total support came from Marketing Department of Raiffeisen Bank dd Bosnia and Herzegovina.
