Saatchi & Saatchi Poland Launches New 'European' Campaign for BNP Paribas Fortis

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.”


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