Nine and a half weeks Deposit
Are 66 days many or few? Depends on how you live them.
Emotions and adventures we leave to you, we will take care of the calmness and security.
Main product features
• Deposit in BGN and EUR for Individuals with term of 9.5 weeks or 66 days, with minimum amount for opening is 500 BGN/EUR.
Product advantages :
• Attractive and unique deposit term – 66days;
• Attractive IR
• Possibility to add amounts during the deposit’s term. The IR on the added amounts is the same as the IR fixed at the opening.
• Possibility to use amounts from the deposit free of taxes and commissions at the maturity date.
Target
Active men and women, age 30-50 years, with income min. 300 lv.
Creative concept
The communication is based on the stress on the period of the 9 ½ weeks deposit (66 days), using the famous route 66 theme, which represents dynamic life and adventure. In contrast the Bank offers security and stability.
The message is that no matter how dynamic the life may be, one can always have confidence in the bank for his savings.
The favorable interest of 7,5 % in BGN is also communicated.
How we say it?
The message is illustrated through different situations, representing the active divertissements of the two characters:
• On the road with rocker bike, passing along the symbolic sign of Route 66;
• Bungee jumping;
• Hot air balloon flight.
The presented situations have a vivid contrast with the offer for stability and security for the savings from the Bank, together with high profitability for only 66 days.
In corporate style are written the main parameters of the product. The text is concise and meaningful, conveying a very clear message in a very few seconds. It is very distinctive from the competitors’ advertising.
Campaign period
Till Aug 31st , 2009.
Communication channels
The used communication channels are TV, radio, national and regional press, magazines, internet.
