Gorenjska banka, Numbers
Everything that matters in life, can in some way or other be expressed
through numbers. The numbers that matter and the financial services –
the other numbers – that can help make them happen. This was the basis
for our market repositioning campaign for Gorenjska banka.
Certain numbers we all strive to.We bring them closer.
The underlying strategy of the ''Numbers that matter'' campaign, was to shift the consumer perception of our client from traditional, reliable, but ageing and out of time to a bank with tradition, yes, but also modern, forward thinking, flexible and in touch with things that matter to the consumer.
Some numbers represent high goals.
We make them easier to achieve.
“We needed a strong core idea that would not only carry the message of 'youthful, modern, understanding and reliable bank' but that would also present us with a flexible platform and enable fast production of campaign elements and messages.”Irena Čebulj, Marketing Director, Gorenjska Banka
Some numbers take you to the future.
We get you there faster.
Some numbers take you on vacation.
We'll manage your currency exchange.
We created a new corporate slogan for the bank – "Everything that counts" – which pretty much describes the key message of the communication campaign with numbers in every headline. Bottom line, Gorenjska banka is simply very good with the numbers that matter – in business, in finance and in the end, in life.
To support the claim, we created a series of ads for TV, Print, Outdoor and Online, each using a number that symbolizes important life events – be it the door number on the apartment we buy, the number of candles on our child's birthday cake, the grade they got in school, number of miles we are able to run after a month's training or the percentage of growth we've accoplished in business.
“When communicating services and corporations that, by default, are considered cold and far removed from personal life and emotion, the real challenge is bridging this gap and creating a link between a consumer and the company that reflects outside of the basic business exchange”Nina Dinjaški, Client services director, Strategist