BCR bank and advertising agency Cohn&Jansen JWT are bringing the beautiful gestures from online to the streets of Romania’s big cities and all of that in a campaign that announces zero commissions to the current account of the bank.
Just RON 3 means something if you think that, by reevaluating the, you can make somebody happy. With these money you can make a beautiful gesture: offer a flower, a chocolate bar or a tube with soap balloons, according to the campaign.
BCR and Cohn&Jansen JWT are proposing the Romanians a new approach to the commissions, small amounts of money, that apparently are insignificant, that you can lose when you redraw money from the ATM or when you want to see your credit balance.
The new integrated campaign is developed in TV, digital, outdoor, BTL and in-store.
<<The idea came when we asked ourselves “Are the commissions or not a problem from Romanians”. The answer was “They are and there are not”. On one hand, the little sums of money that they pay when they withdraw their money are annoying them, on the other hand, they continuu to pay them because they are small – “we are not made by those three lei,” said Felicia Stoica, copywriter at Cohn&Jansen JWT.
If on TV, outdoor and retail, the campaign favors the little joys in front of the commissions, in online and BTL it goes more applied and demonstrates the idea in a beautiful and simple manner.
<<How many things you can do with 1, 3 or 5 lei? Many. So many that we could gather some of them in a Catalogue of Beautiful Gestures, a Facebook app that functions on the principle „random acts of kindness”: the users can chose an object on Facebook and somebody else will receive it on the street,” said Arina Stoenica, account director at Cohn&Jansen JWT.
The Catalogue of Beautiful Gestures (Catalogul Gesturilor Frumoase) brings together two mediums and two groups of people: in online, someone chooses an object at the value of a commission, then BCR is offering it as a present to somebody else, in a BTL activation that takes place simultaneously in the biggest cities in the country.
<<We were lucky to find in the agency’s creative proposal the concept that laid at the base of the BCR Current Account’s zero commissions launch. The bank’s clients have unconditionally access to the base products: The Current Account and the Debit Card, and the transactionage in the digital medium is continuously encouraged, as well as the free access to the account’s informations. Moreover, the clients benefit of 3 months without commissions for the Internet and Mobile Banking service, including the uncommission of the intrabanking transfers in lei or foreign currency. It’s a normal behavior in the bank-client relationship,” said Cornelia Plesoianu, head of BTL department at BCR.
According to her, those are the main reason for which, the concrete benefits – the money that you don’t spend anymore on administrative commissions, on finding the sold or the ATM redrawals – were highlighted in an innovative and emotional manner. The Catalogue of Beautiful Gestures exemplifies the best the bond between the online (the application is accessed via de BCR Facebook page) and the real life (off-line/ BTL) and it applies also to the financial products: the benefits are translated in simple, natural, but, at the same time, essential joys for the loved ones.
The Current Account campaign continues the communication platform launched by Cohn&Jansen JWT for BCR in 2015 – „An agitated life becomes a wealthy life with BCR”.
The teams that participated in the making of the campaign comprised:
The BCR team: Anca Rarau (Executive Director Marketing Division), Georgiana Oltenescu (Head of Brand Bulinding), Anca Luca (Senior Marketing Officer), Alina Petcu (Marketing & Media Developer Coordinator), Luiza Briscaru (Marketing Officer), Madalina Cazamir (Senior Digital Officer), Cristi Pirvu (Specialist Online Media), Cornelia Plesoianu (Head of BTL Department), Adrian Saveanu (Project Manager BTL); Diana Meghesan (BTL Officer).
The Cohn & Jansen JWT team: Andrei Cohn (Creative Director & Managing Partner); Alex Negoescu (Creative Director), Felicia Stoica (Senior Copywriter); Bogdan Petcu (Art Director); Alexandra Popa (Junior Copywriter); Diana Caracota (Strategic Planner), Monica Radulescu (Head of Digital & Strategic Planner); Miriam Ivanescu (Account Director); Arina Stoenica (Account Director); Ruxandra Popescu (Account Manager); Oana McGinley, (Senior Account Executive), Cristian Dobre (BTL&Production Manager), Ilinca Dumitrescu (AV Producer), Gabriela Gheorghe (DTP), Virgil Ghelmeci (DTP).
The Atelieru.ro team: Robert Capraru (Webdev); Mihaela Budescu (Social Media Executive).
Romanita Oprea
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