Union Bank Sarajevo developed and recently launched a very creative marketing campaign introducing a special offer in housing loans with the slogan “Small interest for big solutions”. Its focal point are miniature sculptures by Jasenko Đorđević from Tuzla, who creates works of art with great precision from pencil lead. His works send the message that everyone, with very small strokes, can create great works of art, just as they can solve one of life’s existential questions with small interest – the purchase of real estate, which can enable them to create their home.
The public and experts in the field of marketing responded positively to the originality of the idea and the professional approach to the creation of the promotional materials. Most importantly, the campaign has succeeded in bringing the product closer to the public, and in raising the demand for housing loans at this bank.
“When designing creative campaigns, we all have the desire to be different from others and to make our message reach the target group. We have succeeded in this in a bit of an unusual way, by combining art and the banking sector – both the emotions and rational decisions of people.
We have achieved the result that we – as a bank with majority state capital – are regarded as a bank that is creatively different and that has succeeded in bringing housing loans closer to people and in showing them that Union Bank is their partner in the realization of their dream,” said Suzana Omeragić, head of marketing and communications at Union Bank.
Foto: Suzana Omeragić
In the ad, the artist is working on a pencil, chiseling 4.99% interest rate out of the pencil lead, currently the lowest interest rate in the market in Bosnia and Herzegovina, and a miniature sculpture of a house, symbolizing the home that we all want. The link between what the sculptor is creating and the products of the bank is symbolic, because small moves, just like a small interest, can result in great works.
“The beauty is in the simplicity – this is the principle which led us in the design and implementation of the campaign, with the desire to make our offer better understood by existing and future clients. In addition, with the terms that we offer, a fixed interest rate of 4.99 percent during the entire period of repayment, we reaffirm our responsibility in the banking sector, and our competitiveness and commitment to offer only the best to people. That is, in the end, our obligation,” Suzana said.
This creative solution has also been applied to other communication channels as well, such as outdoor, print, radio and social, thus comprehensively presenting the Union Bank’s offer.
