Selector

20.05.2013. |  published by Popular Bruketa&Žinic OM, medium: campaign, client: UniCredit banka, product / service: banking/investment/insurance

Popular Bruketa&Žinić OM had to create a campaign for UniCredit Bank Serbia to promote the newly created Package Account.

Considering the innovativeness of the account in terms of giving the clients a possibility to create a choice of additional services themselves, therefore defining a price of their monthly account maintenance, it was necessary to create a wholesome and adequate communication strategy to promote such a service.

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In the process of creating the strategy, the agency decided to emphasize the key benefit of the service – the possibility to combine (to make one’s own choice), in accordance with the need of an average Serb to become a selector, regardless of the situation. The client in this case makes a selection of the players (services), therefore choosing a formation that suits him/her best.

The name of the service has been created as well, to fit in the overall concept (Selector Account). Throughout the campaign, different channels are used – TV, radio, outdoor, POSM, print, and web – and the communication is adjusted to each of the channels, with an aim to represent the UniCredit Bank’s service in as more simple and attractive way as possible.

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The TVC has been realized in cooperation with Emote productions, and director Raša Andrić. By shooting a scene inside a typical Serbian home on a football night (of the national team), the agency created a bond with the entire creative concept in a slightly comical way, yet very true to life. “We are all a little bit selectors” is a punch line famous commentator Milojko Pantić says, while finishing the TVC accordingly.

unicreditselektorsnimanje

Popular Bruketa&Žinić OM / Boris Marčetić (Creative Director), Nevena Vasiljević (Account Manager), Miladin Miletić (Designer), Đorđe Ilić (Copywriter), Milan Maletić (DTP)

 

Emote Productions (Production)

Raša Andrić (Director)

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