Jazz creates for Provident a new visual identity and campaign, celebrating the company’s 10 years on the Romanian market

Ads, Advertising, Branding, Marketing

Provident and Jazz launched the recent Provident campaign that continues the communication platform – “When it’s important to you”, with the message “Choose the loan that lets you choose!”. The new communication direction was launched at the end of last year in order to mark the company’s extension of the products’ portfolio, through more flexible, faster loans with bigger sums of money and longer terms of reimbursement, but as easily to be accessed by the clients.

Pensiunea” (The Pension) is the story of a couple of teenagers that, ten years ago, chose to start in the adventure of a family business. The two opened through their own forces a small pension in the house inherited from their grandparents, placed in an area with touristic potential. They understood pretty quickly that in order to face clients’ expectations they needed constant new small investment: a playground for children, workshops on the local specific for those who like to decorate and tinker or bicycles for the ones passionate about hikes in the wood. For all these, Provident offered them adequate loans.

The new summer campaign is addressing to all of those who are investing in the ideas and dreams that make their lives more beautiful: to the householders that have always a project of arranging their home, to those who are passionate about technology, to those who permanently want to learn something new, to the families that want to live new experiences in holidays or to those who want to discover and invest in new hobbies. In 10 years since its arrival on the Romanian market, Provident understood and supported these decisions that the Romanians took and will keep on taking,” said Loredana Saru, client service director of Jazz.

Provident celebrates 10 years of activity on the Romanian market and marks this moment with the message “We thank you for choosing us for 10 years!”, present in all the communication materials.

Moreover, with this occasion, the brand announces a new brand identity. Provident has now a more dynamic air, an optimist tone of voice, centered on the fresh visual identity, a redefined brand architecture, a unique tonality of the message and of the graphics and a new visual and photographic style. The new visual identity represents the aligning of Provident Financial Romania to the international initiative, at the level of the International Personal Finance group, from whom in it’s part of. Locally, the new design is implemented in collaboration Jazz.

The new brand visual identity passes by a lot a simple design change. We want to transmit a clear message that Provident Financial Romania transforms itself along with the changes in his consumers’ behavior,” explained Marilena Barliga, marketing director of Provident Financial Romania.

The campaign rolls in the period 15th of June – 23rd of August and has tv executions, online and print.

The Provident team that worked on the campaign was formed of: the marketing department run by Marilena Barliga (marketing director) and the Corporate Affairs department run by Vlad Sandru (senior corporate affairs manager).

In behalf of Jazz were: Valentin Suciu (creative partner), Roxana Panaitescu (senior copywriter), Krizstina Maier (art director), Loredana Saru (client service director), Claudia Banica (account manager), Andreea Dragan (account executive).

The TVC was realized with the help of Multimedia Est: Radu Muntean (director), Tudor Lucaciu (DOP) and Dragos Potop (producer).