After the great success of the first four campaigns from Raiffeisen Bank’s communication platform “The Unusual Experience of Satisfied Bank Users”, the creative idea for a new campaign came from a well-known folk saying “you attract what you radiate”.
The same can easily be applied to the business world. When entrepreneurs – among other things – are satisfied with their bank, they radiate with satisfaction, and transfer it to their clients, which are also happy with the service they receive from the entrepreneur, so they continue to convey the satisfaction further. In the spot we follow this pleasant chain of satisfaction that begins with a good selection of bank, and ends with a bouquet of flowers in front of Dunja’s door.
Idea for the ad builds on the platform of “satisfied users”, but brings a fresh approach and an interesting, stylized direction process.
“The previous concept was very successful and recognizable, and it was necessary to outperform it with the new concept in accordance with the communication platform The Unusual Experience of Satisfied Bank Users. The concept communicates everything relevant to the service that customers can expect, in an attractive and direct way. In previous campaigns, we showed individuals who are satisfied with the RBA, and in this campaign we decided to go a step further – to show that satisfaction is ‘contagious’. Satisfied users of RBA’s business packages bring satisfaction to their customers and thus create a satisfaction chain. With this campaign we have achieved a certain form of finale where the satisfaction that stems from the RBA Bank spreads through RBA’s satisfied clients. The team that worked on the campaign was already included in the process and has done a great job, from developing the concept to the final products – TV ads and other materials. They did it so well that the rough cut was approved on the set, which doesn’t happen often,” said Lovorka Mifka, Chief specialist for marketing communications – team leader, Raiffeisenbank Austria.
The campaign was realized by the agency McCann Zagreb and Fahrenheit in cooperation with the production company Švenk, under the direction of Nevi Marasović, while Aleksandar Pavlović was behind the camera.
The concept of happy users of the bank was created by Goran Božić and Daniel Vuković, art director of the campaign is Sandra Mrkšić, designer is Tomislav Fabijanić, while the project was led by Ines Kalinić.
