International Benchmark - BNP Paribas Personal Finance - 04042011

International Financial Sector Media Communication Benchmark

-From July 2010 to March 2011-

Czech Republic, France, Italy, Portugal, Russia and Spain

April 2011

Brand, Communication & Advertising

Contents

1. Communication on the offer2. Communication on services3. Communication on projects4. Communication on highlights of the year5. Communication on positioning6. Communication on co-branded offer/Gift7. Communication on sponsorship8. Focus on new brand positioning

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Introduction

This benchmark has been created with three main objectives

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Introduction

The following actors of the financial sector have been selected as a reference in different sections :

Czech Republic

• Cofidis• Provident

France

• Cofidis• Sofinco• Médiatis• BC Finance• Carrefour• Crédit

Agricole• Caisse

d’Epargne• Société

Générale• La Banque

Postale• Axa Banque• Boursorama

Banque• Banque

Populaire

Italy

• Compass• Agos

Portugal

• Cofidis• BPI• Santander

Totta

Russia

• Alfa Bank• Citibank• Renaissance

Capital• Trust• Solinbank• Sberbank• Sovetsky

Bank• Raiffeisen

Bank• Credit

Europe Bank• Nordea• VTB24

Spain

• Banesto• Banco

Popular• Banco

Santander• BBVA• BBK• Caja Madrid• Citibank

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Offer communications•To reach the short term business objectives, to differentiate from competitors by communicating on promotional offers and improve the perceived price competitiveness.•The communication will be focused on an attractive interest rate, small monthly payments, small amounts with additional services, a limited period

France/Cofidis/Press Ad/January 2010

1. Communication on the offer

France/Mediatis/Press Ad/August-September 2010France/Sofinco/TV Film/January 2010

France/Sofinco/Press Ad/Summer 2010

The rate at the centre of the creativity

Attractive Interest Rate

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Availabable on video


France/Sofinco/Press Ad/January 2011

Attractive Interest Rate“A very very star rate”

Reproducing graphically the atmosphere of Cafés with waitress and waiter, board, bar, etc… to enhance brand values such as conviviality and client proximity

Attractive rates placed at the centre of the creation : different rates according to different terms.

Call to action : for any loan with any rate, amount, term One number and one website

6Availabable on video


France/Cofidis/Press Ad/August-September 2010 France/Cofidis/TV Film/August-September 2010

“Such a little rate, it’s great!”

“Whatever your loan terms, Cofidis reserves to you its lowest rates”

“For my credit, I needed a specialist… I called an advisor, a Cofidis advisor. The credit fitted my needs”

The brand code (colors and police) adapted to different channels


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France/Mediatis/Press Ad/2nd semester 2010

“Welcome offer” for new clients

“A really irresistible rate”

“Mediatis proposes an exceptional rate”




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France/Carrefour/Press Ad/Summer 2010

France/Carrefouf/Press Ad/January-March 2011

Highlighting 30 years of experience in personal loan

“Ready for incredible?”

“A rate that makes you want to realize your project”

The rate as principal actor of the ad

Highlighting the rate in a creative way with strawberry aspect


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10France/La Banque Postale/Press Ad/March 2011

“Consumption loan : comparing a rate, it’s good. Comparing it considering the loan term, it’s better. “


Highlighting of the rate and the term


Small Monthly Payment

France/Cofidis/Press Ad/February 2011

France/Sofinco/Press Ad/July 2010

A loan adapted to different lifestyles and budgets

The rate at the centre of the creation, with a “last days” element to stimulate clients

A board defining amounts and the monthly repayments corresponding

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Italy/Agos/Press Ad/February 2011

Use of the sleep image (both graphically and lexically) to highlight the idea of comfort, tranquillity provided by a loan subscription

“Finally, I can have projects and sleep more quietly “

Italy/Agos/Press Ad/January 2011

Small Monthly Payment


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The small monthly payment at the centre of the creativity


2. Communication on added servicesAdded ServicesTo differentiate and value the communication positioning by highlighting the main brand assets (flexibility, rapidity, proximity, consulting, security, clients satisfaction, tailored solutions, etc.)

No Subscription Fees

Spain/Citibank/Mailing/Summer 201013

2. Communication on added services

France/La Banque Postale/Web Banner/Autumn 2010

Loan Consolidation

Highlighting of the attractive rate and the unique monthly payment

“Client of La Banque Postale, what if you lightened your montlhy payment?”

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Loan Consolidation

France/Mediatis/Internet/January 2011


“A unique loan, a unique monthly repayment” “Fix rate and term”

“Free case study, without commitment”

Base-line: “The loan in a new light”

Serenity thanks to loan consolidation

A unique loan, a reduced monthly repayment, a fix rate, a unique contact

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France/Cofidis/TV Film/January 2010

Multichannel Services

France/Cofidis/Press Ad/November 2010 Russia/Citibank/Posters/2nd semester 2010

“Personalised solutions, interactive tools” : communication highlighting flexibility

Practicality and modernity

“CitiPhone”“CitiMobile”

Russia/AlfaBank/iPhone Application/Summer 2010

Advisors

“With Cofidis, choose today’s world loan solutions”

Thanks to the application : possibility to make a loan simulation

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Internet Banking

France/Boursorama Banque/TV Film/August-September 2010

Through the narration of a woman’s life, highlighting of the easiness and flexibility of Internet Banking :- Account checking- Withdrawal - No fees

Baseline: “The bank in line (French wordplay, understand also on line because it is a pureplayer) with its time” 17


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Discount

Spain/Banco Popular/Poster/Summer 2010

Spain/Banco Popular/Mailing/Summer 2010

For all owners of a Banco Popular card, a 10% discount is granted for different types of products : clothes, shoes, books, supermarket.

For all owners of a Banco Popular card, a 2% discount is granted for restaurants and 4% for gas.

“This summer, you will have the best guide for restaurants and gas stations”

Spain/Santander/Press Ad/

2nd semester 2010

Discount of 20% on Amusement Parks tickets thanks to the Santander card

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Russia/Renaissance Capital/Poster/September 2010

Reflecting not only the benefits and simplicity, but also maximum transparency of loan conditions meeting the clients expectations

Launch of the brand Renaissance Credit

Simplicity

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France/Cofidis/Press Ad/August 2010

Flexibility/Experience/Trust

Declination of the same communication concept through different consumers’ expectations : flexibility, experience, help through advice

Possibility to choose the amount of the monthly payment

“For my loan, I want to make the right choice…Could you help me?”

“My loan… I want it flexible”

“When I think they were in the Loan Industry before I was born…”

“Choosing the right loan is not that simple…Someone could help me?”

“Before choosing, I have to be sure.. but really sure.”

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Freedom of choice

France/Mediatis/Press Ad/January 2011

“The future is owned by those who choose their rate” Reference to the famous French dictum “The future is owned by those who wake up early”

New revolving loan permitting to choose among three rates

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Speed acceptance

Russia/Trust Bank/Press Ad/August-September 2010

The idea is to show creatively that credit is not scary

Highlighting of the speed acceptance within 10 minutes

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France/Mediatis//Press Ad/July 2010

Fix Rate

“Your guarantees:-Fix Rate, guaranteed over 12 month-Fix Repayment Duration-Anticipated Repayment without fees-Immediate Response-Free call from fixed lines”

“No subscription fees”

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“Médiatis proposes the guaranteed loan”


Car Insurance Solutions

France/Société Générale/Press Ad/September 2010

Spain/BBVA/Press Ad/2nd Semester 2010

“Just choose, we take care of everything”

Car loans with insurance included

“Finance easily the car of your dreams and don’t think of comprehensive insurance (that’s our job)”

Creative idea of the piggy bank

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3. Communication on projects

Project communication•Communicating on all projects in general in order to reach out a large target•Or communicating on a specific project (home furnishing, car) to match with specific needs, serve the relevant market segment and position the brand as the product specialist.

Car Loans

France/Banque Populaire/Press Ad/September 2010

Russia/Sobinbank/Press Ad/2nd semester 2010

France/La Banque Postale/Press Ad/August 2010

Rate reduction for buying a sustainable car

The easiness of procedure : “take and drive!”

Fix rate

“What if it was time to change your car?”

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France/Crédit Agricole/Press Ad/October 2010

Mortgage A solution for any kind of property project

France/La Banque Postale/Press Ad/September 2010

Positioning on advising and proximity :Advice to better understand additional fees

France/Caisse d”Epargne/Press Ad/August 2010

No fees and reduced monthly payments for the 1st home buying

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France/Crédit Agricole/Press Ad/January 2011

Mortgage

France/Crédit Agricole/Web Banners/January 2011

France/Crédit Agricole/Web Site/January 2011

A multichannel campaign promoting a 0% Rate Loan (special French mortgage product)

A pedagogical section on the site

Call to action to get an appointment with advisors

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Russia/Sberbank/Press Ad/November 2010

A loan for any project

Russia/Absolut Bank/Press Ad/October-November 2010

Russia/Sovetski Bank/Press Ad/2nd semester 2010

Development of the same communication concept for different loans : holidays, renovation, mortgage, car, personal consumption

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France/Sofinco/Press Ad/September 2010

A loan for any project

Insisting on the unique rate for different projects

For any project, a unique number and website

No subscription fees

“Your car project”“Your personal project”“Your renovation project”

“Low rates with exceptional terms, enjoy it asap!”

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Confidentiality

France/Sofinco/Press Ad/November 2010


Communications insisting on the importance of confidentiality and trust in loan grant process

“This is between us”

“Your project is your business.”

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http://www2.quali.secodip.com/AdScope/France/Images/HR/3/433/3433532__.jpg

4. Communication on highlights of the year

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Different amounts, rates and terms to finance holidays projects

Portugal/Cofidis/Press Ad/Summer 2010

Czech Republic/Cofidis/Press Ad/2nd semester 2010

Winter Vacation and New Equipment

Holidays Projects“Feel like on holidays during the holidays.”

“Small monthly payment to maintain the family balance”“Fix rates”“No fees and transparent operations”“No fees for anticipated payments”

“Save 50 euros in gas until 30/08/2010”

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France/Sofinco/TV Film/November 2010

Christmas Communications

France/Sofinco/Press Ad/November 2010

Portugal/Cofidis/Press Ad/2nd semester 2010

“Christmas Loan” : a clear naming

Use of Christmas celebration elements : gifts, Christmas baubles…

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Portugal/BPI/Press Ad/2nd semester 2010France/BC Finance/Press Ad/February 2011

New Year Communications

Insight: with the beginning of the New Year, you think of new projects. Finance them thanks to loans!

“New Year, new projects!”“Get prepared for the New Year.”

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France/Sofinco/Press Ad/January 2011

Sales

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A limited period

“The sales are ours!A star loan : an offer with an exceptional rate”


Back-to-school Time

France/Sofinco/Press Ad/August 2010

France/BCFinance/Press Ad/September 2010

Portugal/Santander Totta/Press Ad/Summer 2010

Portugal/Santander Totta/Press Ad/Summer 2010

Graphical use of school background elements such as books, diploma, slates, cell phone, laptop, iPod, etc.

“Your future is now”

“Let your dream come true”

“Keep smiling during back-to-school time”

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5. Communication on positioning/brandingPositioning communicationA brand communication without offer and focalised on the company values and mission in order to improve the brand perception

Russia/Trust Bank/Posters/November 2010

Celebrity

Bruce Willis’s character reflects the bank’s values in terms of trust and dignity

Baseline: “Trust is just like me, but a bank!”

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Adaptation to client profiles

5. Communication on positioning/branding

Czech Rep./Provident/TV Film/2nd semester 2010

Slogan: “Every time we needed help, Provident was here”

Exemple of a woman speaking about unexpected costs for her son’s school winter trip. They were hopeless but Provident was there to help them

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Lightness


Russia/Raiffeisen Bank/Posters/2nd semester 2010

Slogan: “Feel the lightness of credit”

Graphical representation of the lightness of the loan. By using a dancer, Raiffesen Bank probably wants to enhance its brand value of flexibility as well

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Experience


Italy/Compass/Press Ad/September 2010

Slogan: “1960-2010. An history of realized dreams”

For the 50th anniversary of Compass, a branding campaign has been launched to reinforce the “experience” item of the brand.

Italy/Compass/Press Ad/September 2010

Whatever an holiday or a car project, Compass is able to provide the best services to its clients thanks to its experience of 50 years in the loan industry

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Simplicity/Speed


Russia/Credit Europe Bank/Posters/2nd semester 2010

A modern idea reflecting the simplicity of credit subscription and the speed of the credit acceptance

Slogan: “In a blink of an eye”

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Client Power


“Nowadays, you can do a lot of things.

You can be enthusiastic and share it with everybody.

You can choose the right way and be well advised.

You can do your things on your own and be proud of it. Or you can rely on others.

You can always learn more.

So why couldn’t you have the power on your credit as well?

With Cofidis, you can.”

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Reinvention of the credit

France/La Banque Postale/Press Ad/August-September 2010

La Banque Postale claims its singular vision of the loan industry thanks to strong arguments

“Changing your living environment can change your life. That’s why La Banque Postale reinvents the loan.”

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Consulting/Proximity


France/Axa Banque/TV Film//2nd semester 2010

Fighting an upside down world, Axa Banque wants to act against the frequent advisors’ changing, the difficulty to join them and the high fees

Slogan: “Within 30 seconds, you will want to change for Axa Banque

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Finland/Nordea/Press Ad/November 2010

Creativity in the offer

Creative idea of the piggy bank

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6. Communication on co-branded offer/Gift

Banesto/Apple

Spain/Banesto/Poster/2nd semester 2010 Spain/Banesto/Press Ad/2nd semester 2010

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Banesto/Sony

Spain/Banesto/Mailing/2nd semester 2010

Spain/Banesto/Press Ad/2nd semester 2010

Spain/Banesto/Poster/2nd semester 2010

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BPI/Peugeot

Spain/BPI/Press Ad/2nd semester 2010 48


BBK/DVD Reader

Spain/BBK/Press Ad/2nd semester 2010 49


Spain/Citibank/Mailing/2nd semester 2010

Citibank/Apple

Spain/Citibank/Mailing/2nd semester 2010

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BBVA/Zara Home

Spain/BBVA/Press Ad//2nd semester 2010

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VTB24/Ozon.ru

Russia/Alfa Bank/Press Ad/2nd semester 2010

Russia/VTB24/Press Ad//2nd semester 2010

Alfa Bank/S7 (ex Siberia Airlines)

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BBVA/Etam

Spain/BBVA/Mailing//2nd semester 2010 53


Caja Madrid/MTV

Spain/Caja Madrid/Poster/Summer 2010

Spain/Caja Madrid/Press Ad/Summer 201054


Spain/Banesto/Mailing/Summer 2010

Banesto/Apple

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Spain/Santander/Poster, Press Ad, Mailing//2nd semester 2010

Santander/Kinect Xbox

“Do you want to be the first to have it?”

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SponsorshipA company which supports an organisation or a general interest action (culture, health, social, etc.) to promote its values and to increase the brand awareness.This communication is made with counterparts, in particular with the promotion of the company products and services

7. Communication on sponsorship

Spain/Santander/Press Ad/2nd semester 2010

Santander/F1

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Spain/Banesto/Press Ad/2nd semester 2010 Spain/Banesto/Poster/2nd semester 2010

Spain/BanestoPress Banner/2nd semester 2010

Spain/Banesto/Leaflet/2nd semester 2010

Banesto/Rafael Nadal

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Italy/Agos/Press Ad/February 2011

Agos/All Star Game

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8. Focus on new brand positioning

Cofidis

New positioning:

Campaign start: January 9th 2011

This new campaign centres around the new Cofidis’ baseline : “The loan in a new light”.

Through this new campaign, Cofidis gives a new image to the loan industry : the consumer becomes the actor, the master on its loan and its consumption.Cofidis assists him, bringing advise, information and practical tools.


Creativity:

The expression territory is surprising and innovative for the banking sector:

- Musical background with Afro-American Jazz tonalities, optimistic voice-over, representation of everyday life moments at home, in garage or in supermarket.

- Everything is done to express a positive spirit, to highlight the importance of humanism and to create proximity

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CofidisHighlighting of the attractive rate

The scene takes place during the winter sales when expenses are important

France/Cofidis/TV Film/January 2011

Key message: “Do you have the power on your loan? With Cofidis, you have it”

Execution: The client appears to be an active and adverted consumer in loan issues

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New positioning:

Campaign start: February 13th 2011

This new campaign centres around the new Caisse d’Epargne’s baseline : “The bank. New definition”.

This new campaign intends to make public look Caisse d’Epargne in a new light and to express the renewal of the relations between the bank and its clients.

Caisse d’Epargne

Creativity:

A refined style with black and white photographs.

An original Pop Folk Music.

A new glossary about the banking sector, with the will to be transparent and to take a new look at everything.

France/Caisse d’Epargne/Press Ad/February 201162


Caisse d’Epargne

France/Caisse d’Epargne/TV Film/February 2011

Caisse d’Epargne communicates on its reliance on the three TV films (availability of advisors, trust in one’s bank)

Key message : “The bank. New definition”

Execution: Characters live in a white world which represents the ideal bank where everything becomes possible

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“Technology: way to be always in relation with one’s agency and adviser”

“Trust: first capital in which a client should invest with his bank”

“White page: space where everything becomes possible”


Caisse d’Epargne

France/Caisse d’EpargnePress Ads/February 2011

Those press ads claim the new vision of the brand Caisse d’Epargne of its sector and defend some brand values.

Key message : “The bank. New definition”

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“Trust”

“Banking sector”

“Tailored solutions”“Future”

“Life Insurance”


Société Générale

France/Société Générale/Press Ads/March 2011

This campaign symbolises a new step in the evolution of this bank: expression of its will to adapt in a human and efficient way to its environment with a real team spirit. The message is oriented to both clients and employees.

Key message: “There’s nothing better than team spirit”

Execution: The film and the posters highlight very emotional situations which celebrate the team spirit: the strength provided to overcome dificulties, the joy to be together with its highly human dimension.

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International Benchmark - BNP Paribas Personal Finance - 04042011

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Transcript of International Benchmark - BNP Paribas Personal Finance - 04042011