The familiar yellow-door platform needed to be refreshed to convey a whole new message: banking with ease, the “anywhere, anytime” banking experience. We had to find a solution that would further strengthen Raiffeisen Bank’s modern and innovative image, making the financial institution likeable, approachable, and up-to-date, while communicating different offers and expertise at the same time. Another goal was to ensure that a younger, more progressive-minded target group could find its way beyond the yellow door with the help of the new communication.
The previous TVC’s storyline continues, in fact, unfolds in the latest films. Once we enter the yellow door, the development of proposals that best suit our needs begins immediately in Raiffeisen’s fantastic Plan Implementation Hall.
Thanks to special tools and fastidious experts, opportunities are multiplied, offers are refined, APRs are shaped, while plans slowly become reality, so that at the end of the process one can be truly satisfied.
Thanks to the extension of the platform, Raiffeisen’s entire image was renewed: the series of three films created unconventional visuals to get closer to people, reach a new target group, and build trust with existing partners.
WHAT WE WERE RESPONSIBLE FOR
Our task was to promote an image renewal, together with the development and implementation of our concept. We were responsible for managing the entire TVC process, from storyboarding, filming, and composing, to CGI post-production.
RAIFFEISEN – YELLOO
Raiffeisen Bank’s account package for young people helps its target group to open an account that is best suited to their life situation and expectations. Our task was to communicate the benefits of the service in the language of the youth, increasing its results, as the age profile of the customer base was significantly lower than the average share of 18-24 year olds.
The benefits of the product include easy account opening (even online) and a range of no-cost solutions. The main communication is in line with the benefits promised by the brand: stress-free, excellent, simple. Our “ease” concept was based on this.
The idea of a Raiffeisenesque style was translated into colours, thus conveying the “yellow feeling” to young people. But what does yellow mean? It’s the colour of playfulness, vitality, and energy. How lucky we are that it is also the colour of Raiffeisen! We presented the “yellow sense of life” in a visually interesting and exciting way, while not ignoring the fact that, for young people, the astonishing can be natural and the strange can be ordinary.
The launch of the campaign was timed for August, when many young people on the cusp of adulthood open their first independent account before starting university. We targeted our audience primarily in the online space: on TikTok, Spotify, YouTube, and in cinemas. We also targeted young people in our offline presence, reaching them by building nets and on beaches, bike paths, scooters, and at the Corvinus University Freshers’ Ball.
WHAT WE WERE RESPONSIBLE FOR
We were responsible for creating the name, the visual identity, and the B2C communication platform.