To avoid used by most financial institutions one-way communication bank - client (which is usually based on the prominence of the product), we’ve decided to do something unique. Something no brand in Poland has ever made.
challenge
In mid 2011 Bank BPH started introducing its „fair play” philosophy , hoping to become the most reliable bank in Poland. Our task was communication of a new, very demanding positioning. We were to do it in a very reliable, efficient, but not obvious and direct way. Moreover, we had to build a new perception of the brand through effective association of BPH with the values of „fair play” and the involvement of consumers.
Solutions
We organized a nationwide crowdsourcing campaign „Ordinary Hero” (in polish “Zwykły Bohater”). BPH bank played a role of an initiator, co-organizator, and sponsor of the action. It rewarded “fair play” behavior in everyday life. As a partner we chose TVN (polish biggest private TV) and onet.pl (biggest online portal) - the most influential media in the target group of BPH. Szymon Hołownia - known Polish journalist – was chosen as main ambassador of the project.
The mechanism was based on disinterested applications of stories of ordinary people who have shown their courage and unintended execution of fair play values. Applicants appointed them as people deserving the title of Ordinary Hero. Stories of Ordinary Heroes could be published on a dedicated website, which has become the heart of the action. Among the thousands of stories our jury selected 9 stories. Then - Internet users have chosen 3 winning Ordinary Heroes!
Mechanism of the action was promoted:
in TV spots
TVN information spots and teasers
online campaign
social portals
all TVN shows such as “Good Morning TVN, Attention! Etc.)
The mechanism was based on disinterested applications of stories of ordinary people who have shown their courage and unintended execution of fair play values. Applicants appointed them as people deserving the title of Ordinary Hero. Stories of Ordinary Heroes could be published on a dedicated website, which has become the heart of the action. Among the thousands of stories our jury selected 9 stories. Then - Internet users have chosen 3 winning Ordinary Heroes!
Mechanism of the action was promoted:
in TV spots
TVN information spots and teasers
online campaign
social portals
all TVN shows such as “Good Morning TVN, Attention! Etc.)
Results
3-month campaign exceeded expectations of Bank BPH an co-organizers/partners. Studies have shown that top of mind awareness of the Bank increased by 75%. The action resulted in very positive sales results for the institutions (the sale of loans - 116%, new current accounts - 120%).
In 2012 we were awarded in polish Media Trends contest for that.
Ordinary Hero had its 3 more editions since then.
In 2012 we were awarded in polish Media Trends contest for that.
Ordinary Hero had its 3 more editions since then.
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