Post by account_disabled on Jan 8, 2024 10:42:25 GMT
Saying that you are the best in an advertising campaign is not possible due to current regulations, circular 4/2020 on advertising for banking products and services , which prohibits doing so. For this reason, EVO Banco wanted to give its new 360º campaign a spin to tell the truth without breaking the rules: they have the best mortgage, without half measures. There is the possibility of presenting your product as the best, and it is through a comparative campaign , that is, comparing yourself with your direct competition. In this way, EVO Banco launches its new 360º campaign to publicize its mortgage, the 'best product' on the banking market, comparing itself with the top 5 in Spain. A campaign carried out by Sioux Meet Cyrano's who have helped both in the strategy and in the creativity and execution of it. «Within the advertising sector I do not have the budget that those I compete with have, which are the large entities with brutal budgets. Therefore, I have to manage -with the small budget- to sell the product in the best way and, in addition, sell that it is the best product.
In this case our clear and transparent mortgage, without commissions, conditions, or any type of entry or exit barrier. And the cheapest on the market," Paz Comesaña, director of Marketing and Advertising at EVO Email Data Banco, explained to MarketingDirecto.com. And since the end of 2019, EVO Banco began a brand positioning campaign to make society aware that EVO is a bank that "works for and to make things easy for customers" , taking into account that It is a 100% digital bank. "We have done quite well," he says, and that is why, in the midst of confinement, they released a message to reinforce that idea, focusing on the fact that customers can manage everything from their homes as it is 100% digital banking. "A small campaign that has helped us increase notoriety and a brutal jump in attracting new clients, more than 15,000 per month , exceeding the objectives we had," he stated. "We couldn't stop there so we also wanted the client to know that we have a complete bank catalog and that we are the bank to make one of the most important financial decisions of your life: mortgage yourself .
Not just an advertising spot explaining the benefits of your mortgage. Added to this is that this campaign, in addition to working on the message, is communicating the positioning of EVO within Bankinter. "We have formed a team together with Sioux, Havas and Apple Tree that we hope to give a lot to talk about," he continued. «As we have lower manufacturing costs than others, because we are a 100% online bank , it allows us to have reduced prices. We have built the product and we need to communicate it. To do so we have compared ourselves with the top 5 in Spain, looking at their mortgages and seeing that ours was the best," he noted. The comparison strategy has been due to the need that they have as a bank for the client who wants to get a mortgage to think about them by having "the cheapest fixed rate mortgage in 30 years." Whether you see it in profile, from the side or from behind, it is the best mortgage," he confirmed. What is this 360 campaign going to be like? The tone of the campaign will be like the one EVO has accustomed us to through 3 spots of 50 seconds, 30 and 20 seconds, respectively. The first of them, "very funny", will be released on Sunday and is focused on a very current topic, identifying with what society is going through at the moment.
In this case our clear and transparent mortgage, without commissions, conditions, or any type of entry or exit barrier. And the cheapest on the market," Paz Comesaña, director of Marketing and Advertising at EVO Email Data Banco, explained to MarketingDirecto.com. And since the end of 2019, EVO Banco began a brand positioning campaign to make society aware that EVO is a bank that "works for and to make things easy for customers" , taking into account that It is a 100% digital bank. "We have done quite well," he says, and that is why, in the midst of confinement, they released a message to reinforce that idea, focusing on the fact that customers can manage everything from their homes as it is 100% digital banking. "A small campaign that has helped us increase notoriety and a brutal jump in attracting new clients, more than 15,000 per month , exceeding the objectives we had," he stated. "We couldn't stop there so we also wanted the client to know that we have a complete bank catalog and that we are the bank to make one of the most important financial decisions of your life: mortgage yourself .
Not just an advertising spot explaining the benefits of your mortgage. Added to this is that this campaign, in addition to working on the message, is communicating the positioning of EVO within Bankinter. "We have formed a team together with Sioux, Havas and Apple Tree that we hope to give a lot to talk about," he continued. «As we have lower manufacturing costs than others, because we are a 100% online bank , it allows us to have reduced prices. We have built the product and we need to communicate it. To do so we have compared ourselves with the top 5 in Spain, looking at their mortgages and seeing that ours was the best," he noted. The comparison strategy has been due to the need that they have as a bank for the client who wants to get a mortgage to think about them by having "the cheapest fixed rate mortgage in 30 years." Whether you see it in profile, from the side or from behind, it is the best mortgage," he confirmed. What is this 360 campaign going to be like? The tone of the campaign will be like the one EVO has accustomed us to through 3 spots of 50 seconds, 30 and 20 seconds, respectively. The first of them, "very funny", will be released on Sunday and is focused on a very current topic, identifying with what society is going through at the moment.