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.
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.
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.
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)