In today’s environment it’s a special challenge to reach consumers and gain their loyalty. Today’s consumer is informed, rational and has clear desires and preferences. Such characteristics in terms of marketing require an individualized approach to each client. On the other hand, today’s consumers are responding to the broad benefits actions and engage in activities of loyalty programs.
These trends put a special challenge for each company whose goal is to gain the trust of a large number of clients. This is particularly the case with financial institutions, in particular the banking sector, whose services require particularly careful approach to the client. In this regard, a huge task is set in front of the marketing specialists to bring banking products and services closer to customers in an adequate manner, creating successful promotional campaigns that are proven as the right way to promote the brand, business and profits.
Given these challenges, UniCredit Bank has carefully planned the campaign for a new MasterCard debit card.
Three local chains of various commercial activities and with a sales network throughout Bosnia and Herzegovina were selected, and discounts were agreed with them for Bank’s customers. During two months of the campaign, all users of bank’s MasterCard debit card had the opportunity to shop with a 10% discount at Hifa Group petrol stations, CM Cosmetic shops and on Wednesdays in all BINGO stores. In this way, UniCredit Bank has responded to the first challenge and provided its loyal customers an answer to their actual needs. The Bank thus wanted to show that loyalty is rewarded, and set itself apart from the competition. The basis of the promotional strategy was a selected media mix, where the focus was on the TV, as the channel which still has the largest reach.
The story of the TV spot takes place at a Bingo store, and the main actors are already known from the earlier campaigns of UniCredit Bank. It’s a typical Bosnian family, which enhances the visibility of promotional messages and creates a stronger emotional connection with the target groups. Weekly purchase of basic foodstuffs in this ad is no longer an effort to meet all the wishes of family members, and counting money, but also fun, thanks to the exclusive benefits that UniCredit Bank provided to its clients. The spot is full of emotion and sincere children’s smiles, and with humor and message it tries to get closer to the wider audience, which is intended to contribute to fulfilling the objectives of the campaign.
https://www.youtube.com/watch?v=AO9542FrU_k
In addition to strong TV advertising, campaign will also be communicated through outdoor, print and web, and will also include POS materials in over 200 retail stores of partners, thus ensuring visibility everywhere where consumers are present.
UniCredit Bank expects the campaign to increase the use and visibility of their new card and continues to promote card payment and education of clients. This is especially important because according to the latest data of the Central Bank of Bosnia and Herzegovina, only 18% of all transactions at the point of sale are done through card payments, placing our country far behind developed countries in the use of non-cash payments.
Creative for UniCredit Bank’s new campaign is signed by the creative agency Mita, and was produced by production house Refresh.
More information about the new campaign of UniCredit Bank can be found at the following link.
