Banking products are often presented through similar messages, interest rates, and terms, making them difficult for customers to distinguish. Starting from that insight, Addiko Bank and Bruketa& approached their new cash loan campaign by focusing not on the product itself, but on the reasons people use it.
The core idea was simple: people do not look for a loan because they want a loan, but because they want to solve a problem or fulfil a wish. Based on that insight, a communication concept was created that presents the existing cash loan through different life occasions.
This led to names such as “Midlife Crisis Loan”, “Tattoo Removal Loan”, “Best Man Loan”, “Facelift Loan”, and “New Hair Loan”. Each of them is linked to a specific everyday situation, bringing the financial product closer to the real needs of customers.
The idea did not remain limited to advertising. The loans were presented in physical boxes designed to resemble products found on retail shelves, emphasising the concept of an easily accessible solution for various life circumstances. The plan also included placing them on actual store shelves, where visitors could symbolically “pick up” a solution to their problem or desire.
Inside each box were symbolic items related to the specific loan, such as a comb for a new hair loan, a mirror for a facelift loan, temporary tattoos, a car fragrance for a midlife crisis loan, or an envelope for a best man loan.
The same tone was carried through television commercials and outdoor advertising. Instead of banking jargon and explanations of loan terms, the campaign focuses on the moments and motivations behind the decision to take out a loan. Messages such as “You don’t have to tighten your belt to tighten your face” or “You can’t take years off, but you can take the roof off your new convertible” further emphasise the campaign’s humorous and approachable communication style.
ADDIKO BANK
Managing Director, Group Marketing and Corporate Communication: Carmen Staicu
Group Marketing Director: Zrinka Jugec
Group Brand Expert: Vanja Runje
BRUKETA&
Creative Director: Siniša Waldinger
Creative Director: Davor Bruketa
Project Director: Lucija Mlačak
Project Manager: Matija Eva Gašparović
Project Manager: Jurana Bučević Rubčić
Social Media Manager: Lea Bruna Šuker
Copywriter: Antonia Škiljan
Senior Designer: Maja Švogor Bogdanović
Video Animator: Lea Klečak
