Take a loan and everything is OK

The first 360 degrees Volksbank campaign in Serbia, with a goal to present products: loanss

Challenge
• mighty banks already dominate on the market
• small number of branches (5)

Response
• USP “unique selling proposition” becomes “unique selling presentation” (catchy slogan, for informal variation of the word “loan” in Serbian also means a chalk; slogan has a rhyme too)

Communication vehicle – ATL, BTL, PR

OOH, TV, print

POSM – leaflet

PR – with celebrity /famous actor in Serbia - Nikola Kojo/

Campaign duration: 30 days, February - March 2005.

RESULTS:
• During the campaign, in only four branches in Belgrade and one in smaller city in Serbia (Cacak) it was signed 90 agreements for loans for purchase of real estate property
• Volksbank Slovenia wants to buy the campaign
• The slogan of the campaign, was used in schoolbooks as an example of good slogan: Serbian language VII, and Banking II and IV years of studying Business Studies, university Megatrend.
• Slogan became part of everyday communication – viral marketing
• In the final five for the best billboard – “Noć reklamoždera” 2006.