In 2013-2014, Cyprus went through an economic crisis with the Bank of Cyprus at the centre of negative attention, as a bank deposit levy was imposed on approximately 48% of uninsured deposit. Trust was being lost and the bank needed to gain back the respect of the consumer.
The main challenge was to implement the Banks’ new strategy into a communication umbrella campaign for specific retail products. Car loan, House loan, Small business loan, etc. The three main strategy pillars, caring-enabling-strong, were used to build on our campaign, focusing mainly on the characteristic of ‘enabler’. Additional parameters were also agreed: the core aim was emotional engagement not information / the customer is the true hero / clear and simple messages / transparency and honesty / memorability / relevant with our target group.
Our communication strategy was that we no longer speak about the bank, nor the bank’s effort in regaining power & position. We now shift the focus on the customer and his dreams. What are they and why are they important to him/her?
We answered these questions with a series of TV, print, radio and digital campaigns each one focusing on a specific product but all based on a universal truth. That when you really want something, it’s always on your mind, triggered with the slightest spark. A new car, a new house, your own business! The main message/slogan projects exactly that. “Thinking about a car? Let’s talk!”, “Thinking about a house? Let’s talk!” straightforward and inviting at the same time.
These commercials portray authentic characters, everyday people in everyday situations that “lose” themselves in their dreams ignited by something totally irrelevant – an ordinary every day moment in their lives.
Print and digital also follow the same concept but with different visuals that expand and at the same time explain the main idea.
The campaign has been running for a year promoting various products under the same concept and has been received extremely positively, bring the Bank of Cyprus back at top of mind, with a fresh and modern feel, making it relevant to today’s consumer.