There are so many words that are common to Serbian and Turkish language. But there is also much more than words that connects Turkey and Serbia. That was the starting point for the creatives of agency McCann Belgrade when they were designing the campaign for a new client, a prominent Turkish bank Halkbank. This bank is one of the largest in Turkey, and is relatively new on the Serbian banking market. In this region, the largest trust is enjoyed by banks from the, let’s say, ‘Germanic’ and other European areas. The challenge was how to make this ‘specific’ origin of Halkbank into its advantage.
“From the very entrance to the Serbian market, Halkbank was searching for the way to present itself in a manner that will best describe its intentions and attitude to the people of this country,” said Maja Naumovska from the PR sector of Halkbank, and added: “With a long and successful tradition of business, this bank is here to serve the needs of an ordinary man. Personal relationship is our motto. Personalized and dedicated service is one of our strongest advantages. But in Serbia, we are newcomers. In order to have the opportunity to stand behind our words, we must first get to know our customers. Through creative solution from McCann, we have successfully made the first contact. With its friendly, warm and sympathetic manner, the first campaign has brought great results.”
The task set before the creative team of McCann Belgrade was to raise awareness among the population and potential clients on the operations of the bank in Serbia, in a way that will make the bank stand out and be original in the increasingly demanding banking market.
“We realized that there are a huge number of things, customs, cultural determinants, gestures and words that are common to people in Serbia and Turkey. We have singled out the positive ones and made a commercial in which we used only those things that are common to both peoples, ones understood by both, such as: DIVAN, KOMŠIJA, ČAJ, ŠEĆER, TAMAN, LOKUM, MUŠTULUK, MAŠALA … neighbors, tea, sugar, dark, LOKUM, MUŠTULUK, MAŠALA … because, ‘so many things connect us,” said Bojan Babić, member of the creative team of McCann Belgrade.
The campaign is implemented through interesting and well noticed TVC and OOH channels.
And here’s the ad
Members of the creative team:
Creatives: Bojan Babić, Nikola Puzigaća, Divna Peškir
Accounts: Radojka Bošković, Aleksandra Knežević
