Addiko Bank and Bruketa&Žinić&Grey Agency have reached the finals of the renowned Effie Europe competition with the communication platform “Hrčak /”Hamster” in English/– the new bank chief and agent of change”. Effie Europe has been honouring the most effective marketing ideas in Europe. Judges evaluates entries based on creative executions and success achieved, and the competition is organized by the European Association of Communications Agencies (EACA).
Addiko Bank needed to build a clear differentiating positioning in the consumer awareness. Being a small bank, Addiko cannot compete with large banks and their offers, which is why the bank decided to position itself as a specialist in quick and easy cash loans. This new position is also linked to the new communication platform and the new brand mascot – Oscar the Hamster. Addiko Bank’s new position and communication attracted new clients and increased the bank’s cash loan volume.
“When a brand manages to reach the Effie Europe finals once, it is a result of creative work, success achieved and a little luck, but becoming the finalist of such a renowned competition for the second time is a an acknowledgment of its marketing strategy excellence, original creativity and marketing effectiveness. That is what happened to us. Teamed with our creative agency, Bruketa&Žinić&Grey, our 7-year collaborator, we strive to show that banking can be different: fast, simple and fun. Our new brand mascot, Oscar the Hamster, helped us to consolidate our position as a bank specialist in quick cash loans and to distinguish our bank from conventional banks in our market. The whole team is very proud and excited to be included in the Effie Europe finals and we hope that the second time is a charm, deservedly” Addiko Bank Croatia team said.
“Becoming a finalist in the Effie Europe competition is the acknowledgement of our marketing and communication efforts. It confirms that creativity, although important, is only one of the ingredients. It also shows understanding of the strategy and how business, marketing and communication results are interconnected and measurable, but also come one after the other, realistic and exceptional in one way or another. Addiko Bank is not a conventional bank and neither is its new communication platform. Together with the Bank’s new mascot, Oscar the Hamster, we have strengthened our position as a specialist bank and have become a solution-provider in life situations when customers are in need of fast and easily rendered financial support. For anything else we have no time :)” Addiko Bank Slovenia team said.
“I am extremely happy and proud of the Addiko Bank’s repositioning reaching the Effie Europe finals. This recognition is a result of excellent multi-stakeholder collaboration, including the client, agencies, production and media. After repositioning, Addiko Bank achieved excellent business results, which is another acknowledgement that commitment, creativity, persistence, as well as a clear vision that kept us on track, always bear fruit. Special thanks to my agency’s team who made it all possible,” said Sonja Martinović, Account Director at Bruketa&Žinić&Grey Agency.