The campaign, running as of September 24, includes TV, print, outdoor and internet ads and banners, as well as advertising and information materials distributed in all Raiffeisen Bank offices.
Saatchi&Saatchi began working on the campaign since the beginning of the year, when Raiffeisen decided to invest in advertising and become a well-known brand on the Romanian market.
In order to best design the campaign, the agency carried out several studies of the market, competition, and communication with clients to determine consumer needs and expectations. The advertising company concluded that Romanians need to see their bank as a partner, according to Saatchi&Saatchi representatives. For a campaign whose production alone cost €500,000, Saatchi&Saatchi mobilized the largest forces in its history. This project blocked all creation teams, and part of the Client Service Department for three days. The teams were coordinated by Saatchi&Saatchi Romania’s Creative Director, Nick Hine, and by John Pallant, Creative Director for Europe, Middle East and Africa.
“The Raiffeisen campaign is one of the greatest challenges Saatchi&Saatchi has faced lately, since it required much work. I believe this campaign is groundbreaking by virtue of message, professionalism and amplitude,” Nick Hine said. The winning idea was that of “the invisible partner,” because studies showed that the bank is the help clients obtain discreetly when they need this. The TV spots were filmed in four days in Bucharest, Corbeanca, Calarasi, and Constanta.
The first Raiffeisen advertising campaign begins during an anniversary year - five years since Raiffeisen merged with Banca Agricola, and ten years since it came to Romania. The campaign began internally with a series of conferences and seminars dedicated to its employees. Raiffeisen Bank ranks third in the Romanian banking system, with total assets of €4 billion.
Saatchi&Saatchi, part of the Pubicis media group, was established in 1990 by owner Radu Florescu, who runs the Romanian subsidiary.
