BCR - Rich Life

Information

Campaign: Rich Life
Brand: BCR
Client: BCR
Submitted by: Cohn and Jansen JWT
Second Agency: Atelieru
Media Agency: MEC

Background/Objectives

Strategy

Results

Background/objectives: This is the story of how BCR, the biggest bank in Romania, managed to reinvent itself and attract a new and financially powerful segment. While perceived as solid and trustworthy, BCR’s appeal within the high-income segment was decreasing.

Strategy: Through the new brand platform, BCR encouraged the active, modern consumer to see life as fun and full of experiences, rather than busy and overwhelming.

Results: In spite of a smaller media budget vs. ’14, the brand became stronger and more appealing for the high-income segment.