Warsaw - Saatchi & Saatchi Group in Poland has created a new advertising campaign for BNP Paribas Fortis, the first to be based on a new 360° communication strategy. All units of the Group were involved in creative work on this project.
Campaign execution was divided into two stages; the first stage includes image activities introducing the bank’s new brand on Polish market, while the second will focus on a supporting deposit offer.
The campaign targets people who want to save their money in a bank that provides investment safety and lucrative profit at the same time, and who aspire to worldwide-known brands with a good reputation. The main message of the campaign is that BNP Paribas Fortis offers profit with a guarantee of safety, through affiliation with an international financial group which is the biggest financial institution in the euro zone in terms of deposits.
“While working on the campaign, on one hand we wanted to communicate the deposit offer in a clear way, and on the other to start a process of building a unique and attractive brand image of a new consumer brand,” says Krzysztof Białkowski, Senior Strategic Planner in Saatchi & Saatchi Think Tank. “This is why we decided to link the message with BNP Paribas’ European heritage, which should make the brand more credible in consumers’ minds and at the same time become a distinguishing feature on a Polish banking market dominated by local banking brands.”
The image campaign focuses on information about the merging of Fortis Bank and Dominet Bank and the affiliation to the international financing group BNP Paribas, which proves the investment safety. The campaign is executed through press and BTL materials (posters and leaflets in bank divisions). Saatchi & Saatchi Digital has also prepared a campaign website - http://www.bnpparibasfortis.pl/nowamarka/index.html, where the clients can learn more about the financial group and take part in a contest.
The concept for the second stage of the campaign, promoting the deposit offer, is based on showing satisfied BNP Paribas customers from other European countries. European testimonials are a kind of a guarantee for Polish clients that they can expect a profit on a satisfying level. The campaign draws on both ATL (30” and 15” TVCs, press layouts, OOH and animations displayed on buildings) and BTL (posters in bank divisions, layouts of bank windows, stickers and leaflets), as well as an online campaign and product landing page.
The creative task here was to combine the image elements of the new brand with the product message,” says Jacek Praszałek, Senior Copywriter at Saatchi & Saatchi Communications. “This is why we have Europeans talking about the BNP Paribas savings account, as they have known the institution for years and used its services. In this way the message moves from bank credibility directly to the deposit offer launched on our market. Its attractiveness is emphasized in a humorous way by the spontaneous reactions of our neighbours on hearing the interest rates of BNP Paribas Fortis deposit in Poland.”
Guillermo Vega, multi-award winning CCO of Saatchi & Saatchi London, is a man in a hurry. His career includes setting up and growing W+K Sao Paulo from 3 to 100 employees in 4 years. He talks about learning to be patient, the Super London way.
Tide 2021 Superbowl spot: Saatchi & Saatchi New York
Publicis Groupe hires Natalie Lam
Daniel Lobatón is the first chief creative to be promoted from within at Saatchi & Saatchi New York.
Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…
Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…
Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…
SKS365, a leading international betting company, has chosen Saatchi & Saatchi Italy, led by CEO Simone Masè, to handle the creative account for its sports betting and gaming brand, PlanetWin365.
Today Saatchi & Saatchi announces taking the pledge, and joining Free the Bid as a global network.
Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…
Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…
Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…
Saatchi New York’s “It’s a Tide Ad” campaign for Super Bowl LII got the stamp of approval from a group of top advertising creatives today, winning the Super Clio, honoring the game’s best work.
Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…
