“Who are you banking with?” – a new communication platform for BCR Romania, signed by Tempo Advertising

Creativity, Digital & Media, Marketing, Media, PR

Tempo Advertising launched a new communication platform for BCR Romania, an integrated marketing campaign build around the slogan “Who are you doing banking with?”, according to a press release.

According to Aura Toma, CEO Tempo Advertising, the communication concept is leaning on the fact that people need to feel financially comfortable, reason why they changed the perception on the relationship with the banks.

The campaign is having three main directions, aiming to attract clients and BCR partners, the employees of the bank and also the general banking consumers, in a dialog related to choosing the right banking partner.

The new campaign also marks a change in the banking communication based, until recently, on an unidirectional discourse, that was focusing on services and offers. It marks the pass to a conversational phase, that reflects a new mechanism of building trust in a banking brand.

The „Who are you banking with?” idea was the one that brought Tempo Advertising, in October 2009, the task to coordinate the developing of the concept in Erste’s subsidiaries in four European countries: Romania, Hungary, Croatia and Slovacia.

In Romania, the campaign started this month through an internal communication phase and a one week teasing in social media, that took the form of a video series in which were involved bloggers such as Simona Tache, Cristian Manafu, Alex Mihaileanu, Vali Petcu and Cristian Orgonas.

The campaign runs also on TV, print, outdoor and social media.

Tempo Creative Group includes five specialized companies: Tempo Advertising (creation), Rogalski Grigoriu Public Relations (PR), Kinecto (digital communication services), Orchestra (BTL) & print production.

Also on Tuesday, in an interview for DailyBusiness.ro, Daniel Pana, BCR’s Marketing Director, said that the bank’s online communication budget increased annually, since 2008, with 50%. He also said that, for BCR, the internet occupies the 2nd position as importance and investments in the communication mix, after press and competing with the outdoor.

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