international benchmark - bnp paribas personal finance - 04042011
DESCRIPTION
International benchmark on communication trends, shared with all the local communication teams of BNP Paribas Personal Finance.TRANSCRIPT
International Financial Sector Media Communication Benchmark
-From July 2010 to March 2011-
Czech Republic, France, Italy, Portugal, Russia and Spain
April 2011
Brand, Communication & Advertising
Contents
1. Communication on the offer2. Communication on services3. Communication on projects4. Communication on highlights of the year5. Communication on positioning6. Communication on co-branded offer/Gift7. Communication on sponsorship8. Focus on new brand positioning
2
Introduction
This benchmark has been created with three main objectives
3
Introduction
The following actors of the financial sector have been selected as a reference in different sections :
Czech Republic
• Cofidis• Provident
France
• Cofidis• Sofinco• Médiatis• BC Finance• Carrefour• Crédit
Agricole• Caisse
d’Epargne• Société
Générale• La Banque
Postale• Axa Banque• Boursorama
Banque• Banque
Populaire
Italy
• Compass• Agos
Portugal
• Cofidis• BPI• Santander
Totta
Russia
• Alfa Bank• Citibank• Renaissance
Capital• Trust• Solinbank• Sberbank• Sovetsky
Bank• Raiffeisen
Bank• Credit
Europe Bank• Nordea• VTB24
Spain
• Banesto• Banco
Popular• Banco
Santander• BBVA• BBK• Caja Madrid• Citibank
4
Offer communications•To reach the short term business objectives, to differentiate from competitors by communicating on promotional offers and improve the perceived price competitiveness.•The communication will be focused on an attractive interest rate, small monthly payments, small amounts with additional services, a limited period
France/Cofidis/Press Ad/January 2010
1. Communication on the offer
France/Mediatis/Press Ad/August-September 2010France/Sofinco/TV Film/January 2010
France/Sofinco/Press Ad/Summer 2010
The rate at the centre of the creativity
Attractive Interest Rate
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Availabable on video
1. Communication on the offer
France/Sofinco/Press Ad/January 2011
Attractive Interest Rate“A very very star rate”
Reproducing graphically the atmosphere of Cafés with waitress and waiter, board, bar, etc… to enhance brand values such as conviviality and client proximity
Attractive rates placed at the centre of the creation : different rates according to different terms.
Call to action : for any loan with any rate, amount, term One number and one website
6Availabable on video
1. Communication on the offer
France/Cofidis/Press Ad/August-September 2010 France/Cofidis/TV Film/August-September 2010
“Such a little rate, it’s great!”
“Whatever your loan terms, Cofidis reserves to you its lowest rates”
“For my credit, I needed a specialist… I called an advisor, a Cofidis advisor. The credit fitted my needs”
The brand code (colors and police) adapted to different channels
Attractive Interest Rate
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1. Communication on the offer
France/Mediatis/Press Ad/2nd semester 2010
“Welcome offer” for new clients
“A really irresistible rate”
“Mediatis proposes an exceptional rate”
France/Mediatis/Press Ad/2nd semester 2010
France/Mediatis/Press Ad/2nd semester 2010
Attractive Interest Rate
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1. Communication on the offer
France/Carrefour/Press Ad/Summer 2010
France/Carrefouf/Press Ad/January-March 2011
Highlighting 30 years of experience in personal loan
“Ready for incredible?”
“A rate that makes you want to realize your project”
The rate as principal actor of the ad
Highlighting the rate in a creative way with strawberry aspect
Attractive Interest Rate
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1. Communication on the offer
Attractive Interest Rate
10France/La Banque Postale/Press Ad/March 2011
“Consumption loan : comparing a rate, it’s good. Comparing it considering the loan term, it’s better. “
Availabable on video
Highlighting of the rate and the term
1. Communication on the offer
Small Monthly Payment
France/Cofidis/Press Ad/February 2011
France/Sofinco/Press Ad/July 2010
A loan adapted to different lifestyles and budgets
The rate at the centre of the creation, with a “last days” element to stimulate clients
A board defining amounts and the monthly repayments corresponding
11
Availabable on video
12
Italy/Agos/Press Ad/February 2011
Use of the sleep image (both graphically and lexically) to highlight the idea of comfort, tranquillity provided by a loan subscription
“Finally, I can have projects and sleep more quietly “
Italy/Agos/Press Ad/January 2011
Small Monthly Payment
1. Communication on the offer
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The small monthly payment at the centre of the creativity
Availabable on video
2. Communication on added servicesAdded ServicesTo differentiate and value the communication positioning by highlighting the main brand assets (flexibility, rapidity, proximity, consulting, security, clients satisfaction, tailored solutions, etc.)
No Subscription Fees
Spain/Citibank/Mailing/Summer 201013
2. Communication on added services
France/La Banque Postale/Web Banner/Autumn 2010
Loan Consolidation
Highlighting of the attractive rate and the unique monthly payment
“Client of La Banque Postale, what if you lightened your montlhy payment?”
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2. Communication on added services
Loan Consolidation
France/Mediatis/Internet/January 2011
France/Cofidis/Press Ad/January 2010
“A unique loan, a unique monthly repayment” “Fix rate and term”
“Free case study, without commitment”
Base-line: “The loan in a new light”
Serenity thanks to loan consolidation
A unique loan, a reduced monthly repayment, a fix rate, a unique contact
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2. Communication on added services
France/Cofidis/TV Film/January 2010
Multichannel Services
France/Cofidis/Press Ad/November 2010 Russia/Citibank/Posters/2nd semester 2010
“Personalised solutions, interactive tools” : communication highlighting flexibility
Practicality and modernity
“CitiPhone”“CitiMobile”
Russia/AlfaBank/iPhone Application/Summer 2010
Advisors
“With Cofidis, choose today’s world loan solutions”
Thanks to the application : possibility to make a loan simulation
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Availabable on video
2. Communication on added services
Internet Banking
France/Boursorama Banque/TV Film/August-September 2010
Through the narration of a woman’s life, highlighting of the easiness and flexibility of Internet Banking :- Account checking- Withdrawal - No fees
Baseline: “The bank in line (French wordplay, understand also on line because it is a pureplayer) with its time” 17
Availabable on video
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2. Communication on added services
Discount
Spain/Banco Popular/Poster/Summer 2010
Spain/Banco Popular/Mailing/Summer 2010
For all owners of a Banco Popular card, a 10% discount is granted for different types of products : clothes, shoes, books, supermarket.
For all owners of a Banco Popular card, a 2% discount is granted for restaurants and 4% for gas.
“This summer, you will have the best guide for restaurants and gas stations”
Spain/Santander/Press Ad/
2nd semester 2010
Discount of 20% on Amusement Parks tickets thanks to the Santander card
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2. Communication on added services
Russia/Renaissance Capital/Poster/September 2010
Reflecting not only the benefits and simplicity, but also maximum transparency of loan conditions meeting the clients expectations
Launch of the brand Renaissance Credit
Simplicity
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2. Communication on added services
France/Cofidis/Press Ad/August 2010
Flexibility/Experience/Trust
Declination of the same communication concept through different consumers’ expectations : flexibility, experience, help through advice
Possibility to choose the amount of the monthly payment
“For my loan, I want to make the right choice…Could you help me?”
“My loan… I want it flexible”
“When I think they were in the Loan Industry before I was born…”
“Choosing the right loan is not that simple…Someone could help me?”
“Before choosing, I have to be sure.. but really sure.”
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2. Communication on added services
Freedom of choice
France/Mediatis/Press Ad/January 2011
“The future is owned by those who choose their rate” Reference to the famous French dictum “The future is owned by those who wake up early”
New revolving loan permitting to choose among three rates
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2. Communication on added services
Speed acceptance
Russia/Trust Bank/Press Ad/August-September 2010
The idea is to show creatively that credit is not scary
Highlighting of the speed acceptance within 10 minutes
22
2. Communication on added services
France/Mediatis//Press Ad/July 2010
Fix Rate
“Your guarantees:-Fix Rate, guaranteed over 12 month-Fix Repayment Duration-Anticipated Repayment without fees-Immediate Response-Free call from fixed lines”
“No subscription fees”
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“Médiatis proposes the guaranteed loan”
2. Communication on added services
Car Insurance Solutions
France/Société Générale/Press Ad/September 2010
Spain/BBVA/Press Ad/2nd Semester 2010
“Just choose, we take care of everything”
Car loans with insurance included
“Finance easily the car of your dreams and don’t think of comprehensive insurance (that’s our job)”
Creative idea of the piggy bank
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3. Communication on projects
Project communication•Communicating on all projects in general in order to reach out a large target•Or communicating on a specific project (home furnishing, car) to match with specific needs, serve the relevant market segment and position the brand as the product specialist.
Car Loans
France/Banque Populaire/Press Ad/September 2010
Russia/Sobinbank/Press Ad/2nd semester 2010
France/La Banque Postale/Press Ad/August 2010
Rate reduction for buying a sustainable car
The easiness of procedure : “take and drive!”
Fix rate
“What if it was time to change your car?”
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3. Communication on projects
France/Crédit Agricole/Press Ad/October 2010
Mortgage A solution for any kind of property project
France/La Banque Postale/Press Ad/September 2010
Positioning on advising and proximity :Advice to better understand additional fees
France/Caisse d”Epargne/Press Ad/August 2010
No fees and reduced monthly payments for the 1st home buying
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3. Communication on projects
France/Crédit Agricole/Press Ad/January 2011
Mortgage
France/Crédit Agricole/Web Banners/January 2011
France/Crédit Agricole/Web Site/January 2011
A multichannel campaign promoting a 0% Rate Loan (special French mortgage product)
A pedagogical section on the site
Call to action to get an appointment with advisors
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3. Communication on projects
Russia/Sberbank/Press Ad/November 2010
A loan for any project
Russia/Absolut Bank/Press Ad/October-November 2010
Russia/Sovetski Bank/Press Ad/2nd semester 2010
Development of the same communication concept for different loans : holidays, renovation, mortgage, car, personal consumption
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3. Communication on projects
France/Sofinco/Press Ad/September 2010
A loan for any project
Insisting on the unique rate for different projects
For any project, a unique number and website
No subscription fees
“Your car project”“Your personal project”“Your renovation project”
“Low rates with exceptional terms, enjoy it asap!”
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3. Communication on projects
Confidentiality
France/Sofinco/Press Ad/November 2010
France/Mediatis/Press Ad/2nd semester 2010
Communications insisting on the importance of confidentiality and trust in loan grant process
“This is between us”
“Your project is your business.”
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4. Communication on highlights of the year
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4. Communication on highlights of the year
Different amounts, rates and terms to finance holidays projects
Portugal/Cofidis/Press Ad/Summer 2010
Czech Republic/Cofidis/Press Ad/2nd semester 2010
Winter Vacation and New Equipment
Holidays Projects“Feel like on holidays during the holidays.”
“Small monthly payment to maintain the family balance”“Fix rates”“No fees and transparent operations”“No fees for anticipated payments”
“Save 50 euros in gas until 30/08/2010”
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4. Communication on highlights of the year
France/Sofinco/TV Film/November 2010
Christmas Communications
France/Sofinco/Press Ad/November 2010
Portugal/Cofidis/Press Ad/2nd semester 2010
“Christmas Loan” : a clear naming
Use of Christmas celebration elements : gifts, Christmas baubles…
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Availabable on video
4. Communication on highlights of the year
Portugal/BPI/Press Ad/2nd semester 2010France/BC Finance/Press Ad/February 2011
New Year Communications
Insight: with the beginning of the New Year, you think of new projects. Finance them thanks to loans!
“New Year, new projects!”“Get prepared for the New Year.”
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4. Communication on highlights of the year
France/Sofinco/Press Ad/January 2011
Sales
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A limited period
“The sales are ours!A star loan : an offer with an exceptional rate”
4. Communication on highlights of the year
Back-to-school Time
France/Sofinco/Press Ad/August 2010
France/BCFinance/Press Ad/September 2010
Portugal/Santander Totta/Press Ad/Summer 2010
Portugal/Santander Totta/Press Ad/Summer 2010
Graphical use of school background elements such as books, diploma, slates, cell phone, laptop, iPod, etc.
“Your future is now”
“Let your dream come true”
“Keep smiling during back-to-school time”
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5. Communication on positioning/brandingPositioning communicationA brand communication without offer and focalised on the company values and mission in order to improve the brand perception
Russia/Trust Bank/Posters/November 2010
Celebrity
Bruce Willis’s character reflects the bank’s values in terms of trust and dignity
Baseline: “Trust is just like me, but a bank!”
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Adaptation to client profiles
5. Communication on positioning/branding
Czech Rep./Provident/TV Film/2nd semester 2010
Slogan: “Every time we needed help, Provident was here”
Exemple of a woman speaking about unexpected costs for her son’s school winter trip. They were hopeless but Provident was there to help them
38
Lightness
5. Communication on positioning/branding
Russia/Raiffeisen Bank/Posters/2nd semester 2010
Slogan: “Feel the lightness of credit”
Graphical representation of the lightness of the loan. By using a dancer, Raiffesen Bank probably wants to enhance its brand value of flexibility as well
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Experience
5. Communication on positioning/branding
Italy/Compass/Press Ad/September 2010
Slogan: “1960-2010. An history of realized dreams”
For the 50th anniversary of Compass, a branding campaign has been launched to reinforce the “experience” item of the brand.
Italy/Compass/Press Ad/September 2010
Whatever an holiday or a car project, Compass is able to provide the best services to its clients thanks to its experience of 50 years in the loan industry
40
Simplicity/Speed
5. Communication on positioning/branding
Russia/Credit Europe Bank/Posters/2nd semester 2010
A modern idea reflecting the simplicity of credit subscription and the speed of the credit acceptance
Slogan: “In a blink of an eye”
41
5. Communication on positioning/branding
Client Power
France/Cofidis/Press Ad/January 2011
“Nowadays, you can do a lot of things.
You can be enthusiastic and share it with everybody.
You can choose the right way and be well advised.
You can do your things on your own and be proud of it. Or you can rely on others.
You can always learn more.
So why couldn’t you have the power on your credit as well?
With Cofidis, you can.”
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5. Communication on positioning/branding
Reinvention of the credit
France/La Banque Postale/Press Ad/August-September 2010
La Banque Postale claims its singular vision of the loan industry thanks to strong arguments
“Changing your living environment can change your life. That’s why La Banque Postale reinvents the loan.”
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Consulting/Proximity
5. Communication on positioning/branding
France/Axa Banque/TV Film//2nd semester 2010
Fighting an upside down world, Axa Banque wants to act against the frequent advisors’ changing, the difficulty to join them and the high fees
Slogan: “Within 30 seconds, you will want to change for Axa Banque
44
Availabable on video
5. Communication on positioning/branding
Finland/Nordea/Press Ad/November 2010
Creativity in the offer
Creative idea of the piggy bank
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6. Communication on co-branded offer/Gift
Banesto/Apple
Spain/Banesto/Poster/2nd semester 2010 Spain/Banesto/Press Ad/2nd semester 2010
46
Availabable on video
6. Communication on co-branded offer/Gift
Banesto/Sony
Spain/Banesto/Mailing/2nd semester 2010
Spain/Banesto/Press Ad/2nd semester 2010
Spain/Banesto/Poster/2nd semester 2010
47
Availabable on video
6. Communication on co-branded offer/Gift
BPI/Peugeot
Spain/BPI/Press Ad/2nd semester 2010 48
6. Communication on co-branded offer/Gift
BBK/DVD Reader
Spain/BBK/Press Ad/2nd semester 2010 49
6. Communication on co-branded offer/Gift
Spain/Citibank/Mailing/2nd semester 2010
Citibank/Apple
Spain/Citibank/Mailing/2nd semester 2010
50
6. Communication on co-branded offer/Gift
BBVA/Zara Home
Spain/BBVA/Press Ad//2nd semester 2010
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6. Communication on co-branded offer/Gift
VTB24/Ozon.ru
Russia/Alfa Bank/Press Ad/2nd semester 2010
Russia/VTB24/Press Ad//2nd semester 2010
Alfa Bank/S7 (ex Siberia Airlines)
52
6. Communication on co-branded offer/Gift
BBVA/Etam
Spain/BBVA/Mailing//2nd semester 2010 53
6. Communication on co-branded offer/Gift
Caja Madrid/MTV
Spain/Caja Madrid/Poster/Summer 2010
Spain/Caja Madrid/Press Ad/Summer 201054
6. Communication on co-branded offer/Gift
Spain/Banesto/Mailing/Summer 2010
Banesto/Apple
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6. Communication on co-branded offer/Gift
Spain/Santander/Poster, Press Ad, Mailing//2nd semester 2010
Santander/Kinect Xbox
“Do you want to be the first to have it?”
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SponsorshipA company which supports an organisation or a general interest action (culture, health, social, etc.) to promote its values and to increase the brand awareness.This communication is made with counterparts, in particular with the promotion of the company products and services
7. Communication on sponsorship
Spain/Santander/Press Ad/2nd semester 2010
Santander/F1
57
Availabable on video
7. Communication on sponsorship
Spain/Banesto/Press Ad/2nd semester 2010 Spain/Banesto/Poster/2nd semester 2010
Spain/BanestoPress Banner/2nd semester 2010
Spain/Banesto/Leaflet/2nd semester 2010
Banesto/Rafael Nadal
58
Availabable on video
59
7. Communication on sponsorship
Italy/Agos/Press Ad/February 2011
Agos/All Star Game
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8. Focus on new brand positioning
Cofidis
New positioning:
Campaign start: January 9th 2011
This new campaign centres around the new Cofidis’ baseline : “The loan in a new light”.
Through this new campaign, Cofidis gives a new image to the loan industry : the consumer becomes the actor, the master on its loan and its consumption.Cofidis assists him, bringing advise, information and practical tools.
France/Cofidis/Press Ad/January 2011
Creativity:
The expression territory is surprising and innovative for the banking sector:
- Musical background with Afro-American Jazz tonalities, optimistic voice-over, representation of everyday life moments at home, in garage or in supermarket.
- Everything is done to express a positive spirit, to highlight the importance of humanism and to create proximity
60
8. Focus on new brand positioning
France/Cofidis/Press Ad/January 2011
CofidisHighlighting of the attractive rate
The scene takes place during the winter sales when expenses are important
France/Cofidis/TV Film/January 2011
Key message: “Do you have the power on your loan? With Cofidis, you have it”
Execution: The client appears to be an active and adverted consumer in loan issues
61
Availabable on video
8. Focus on new brand positioning
New positioning:
Campaign start: February 13th 2011
This new campaign centres around the new Caisse d’Epargne’s baseline : “The bank. New definition”.
This new campaign intends to make public look Caisse d’Epargne in a new light and to express the renewal of the relations between the bank and its clients.
Caisse d’Epargne
Creativity:
A refined style with black and white photographs.
An original Pop Folk Music.
A new glossary about the banking sector, with the will to be transparent and to take a new look at everything.
France/Caisse d’Epargne/Press Ad/February 201162
8. Focus on new brand positioning
Caisse d’Epargne
France/Caisse d’Epargne/TV Film/February 2011
Caisse d’Epargne communicates on its reliance on the three TV films (availability of advisors, trust in one’s bank)
Key message : “The bank. New definition”
Execution: Characters live in a white world which represents the ideal bank where everything becomes possible
63
Availabable on video
Availabable on video
Availabable on video
“Technology: way to be always in relation with one’s agency and adviser”
“Trust: first capital in which a client should invest with his bank”
“White page: space where everything becomes possible”
8. Focus on new brand positioning
Caisse d’Epargne
France/Caisse d’EpargnePress Ads/February 2011
Those press ads claim the new vision of the brand Caisse d’Epargne of its sector and defend some brand values.
Key message : “The bank. New definition”
64
“Trust”
“Banking sector”
“Tailored solutions”“Future”
“Life Insurance”
8. Focus on new brand positioning
Société Générale
France/Société Générale/Press Ads/March 2011
This campaign symbolises a new step in the evolution of this bank: expression of its will to adapt in a human and efficient way to its environment with a real team spirit. The message is oriented to both clients and employees.
Key message: “There’s nothing better than team spirit”
Execution: The film and the posters highlight very emotional situations which celebrate the team spirit: the strength provided to overcome dificulties, the joy to be together with its highly human dimension.
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Availabable on video