Move to Nordea Bank and open a Nordea Spektrum account
2010-02-19
On 19 February 2010, Nordea Bank Polska launches a nationwide advertising campaign for its Nordea Spektrum account to encourage the public to move their banking business to them. Nordea Bank’s promise to handle all the formalities connected with the moving of accounts free of charge is an additional advantage. The account itself, which tops the ranking list published by Money.pl, guarantees free withdrawals from any ATM in Poland and free payments on the Internet. The customer will pay nothing by way of maintenance fee if the account is credited with at least PLN 1,500 per month.
The objective of the campaign based on the copy ”Move to Nordea Bank and we will handle all the formalities for you” is to present the benefits offered by the Nordea Spektrum account and to tell the public how easy it is to move one’s personal account to Nordea. What is important is to reinforce the positioning of the bank as an institution characterised by a friendly sales culture, seeing to the high quality of service and offering top-class advice, maintaining at the same time very competitive prices for its products.
The campaign pivots on the idea of moving to a bank epitomising convenience, with serene atmosphere, where bank advisors offer fully professional service. The punch line of the commercial alludes to the building of a close relationship rooted in the friendly Nordic corporate culture, free of any barriers.
“The advertising campaign is to promote Nordea Spektrum, our flagship personal account, topping the ranking list of Money.pl portal.” says Sławomir Ronkowski, head of Marketing and Communication at Nordea Bank. We highlight the ease of moving to our bank. Research shows that Poles are mainly put off by the bureaucracy involved in moving their business to another bank and the amount of time it takes. So, we want to convince people looking for a better deal about our unique sales culture, based on competent advisers.
The current campaign in a follow-up to the campaign promoting easy moving of a bank account, launched in January. In this respect, Nordea Bank offers to move an account with the existing balance, payment services used and to close the account with the previous bank, handling all the necessarily formalities by itself free of charge. One can send a request for contact with a Call Centre operator or send a request to move one’s account through the microsite www.przenieskonto.nordea.pl.
Nordea Bank is one of the winners of the latest ranking list by Newsweek. The bank was particularly appreciated by its friendly offices, well-mannered personnel, quality of service and easy procedures.
The campaign focuses on people interested in modern banking services, living in cities of over 100,000 inhabitants. The target audience are holders of personal accounts wishing to move their business from the present bank owing to high prices and a poor quality of service or those want to set up a savings and transactions account with another bank. They are mobile, dynamic, professionally active individuals, educated to at least the secondary level.
The media campaign involving the TV, press and Internet will start on February 19. The 30-second TV commercial will be broadcast by nationwide channels, i.e. TVN, TVP1, TVP2, Polsat, TVN’s thematic channels (TVN Style, TVN Turbo and TVN Warszawa), TVN24 and in channels belonging to the ATMedia package and ‘n’ TV package. Advertisements will be placed in such periodicals as Gazeta Wyborcza, Rzeczpospolita and Polityka. The advertising campaign also involves the Internet, including banners on selected websites, e-mail shots, sponsored links in Google search engine. The account will also be advertised in price-comparing sites, selected community sites as well as business and economic portals.
We have modified the sales microsite www.spektrum.nordea.pl, offering details of the product, a calculator to count the cost of maintenance of an account with another bank and a simple sales application.
The Nordea Spektrum account was successfully launched in 2008. The main features of the account, such as free access to all ATMs in Poland, free Internet payments and no account maintenance fee (for the first three months or longer, if the account is regularly credited with more than PLN 1,500 per month) have now been supplemented with an offer of free and quick movement of an account from another bank.
The advertising creation was prepared by the Hand Made advertising agency, the commercials were produced by Papaya Films, and the media were purchased by the MPG media house. Planning and purchase of activities in the Internet was the responsibility of the Media Contacts agency, while the Internet campaign was prepared by the Genero interactive agency.
The commercial features Tony Hyyryläinen, the ambassador of the Nordea brand. The spot was directed by Tomasz Nalewajek. Sławomir Ronkowski, head of Marketing and Communication, was responsible for the production from the Bank’s side. At the Hand Made agency, the campaign was the work of a team comprising Karolina Piwowarczyk (art director), Joanna Wierzbiak (copywriter) and Katarzyna Mietniowska (account manager).