In 2007, prior to Millennium Bank's launch in Romania, the local market was already a very crowded one, with more than 40 active banking institutions. The launch was scheduled in mid October, in a very cluttered advertising period, with the objective of reaching top 15 banks in terms of awareness.
To achieve the stated objectives we had to find a way to escape the clutter in what was expected to become the busiest season so far in terms of financial services communication. Based on the selected target, we knew these people needed a bank they could relate to. They needed a bank who could treat them simple and straight, charming and rooted in people’s lives, dreams and even insecurities.
We decided to go beyond banking and talk about life and dreams on a higher scale, thus stimulating people’s imagination and curiosity. This also gave bigness to the bank, making it more trustworthy and inducing that Millennium is a bank worth considering.
Campaign awards:
Gold Effie for New Product/Brand Introduction
Creative Director: Oliver Kapusta
Copywriter: Adrian Dragan
Art Director: Cosmin Ezaru
Strategic Planner: Teodor Cucu
Copywriter: Adrian Dragan
Art Director: Cosmin Ezaru
Strategic Planner: Teodor Cucu
