You have a thousand problems. Your bank isn't one of them.
In SME banking, a company picks a bank once and sticks with it. Whoever makes that call already has plenty on their mind, so we made UniCredit the one thing they didn't have to think about. Sales rose 23% on the same budget as the year before.
We needed to capture the attention of small business owners.
The challenge.
Small businesses rarely switch banks. It isn't loyalty, they're just too busy.
The people choosing a bank run small businesses and already have more on their plate than they can handle. On the same budget as the year before, UniCredit needed to:
Get noticed by people who weren't looking for a bank.
Make the performance campaigns already running work harder.
The idea.
You have a thousand problems. Your bank isn't one of them.
We didn't try to make the bank interesting. We took it off the list and filmed four of the other 999:
Everything costs more than last month.
The lorry is stuck at customs.
Nobody pays on time.
Nothing happens unless you're in the room.
We kept it to digital and social. The short videos got people's attention, then banners and other display ads picked up the same problems. The message changed depending on how far each person had got, from the first video to the product page and the application form.
A thousand problems. We filmed four.
Everything costs more than last month.
The lorry is stuck at customs.
Nobody pays on time.
Nothing happens unless you're in the room.
More sales, same budget.
23% more sales than the previous year's campaign, on the same budget. The target was 10%.
270,998 product page visits from people who had seen a problem video.
The four videos and their follow-up formats were watched 4,149,980 times.
We aimed for a sales increase of about 10%, but the campaign results exceeded our expectations.
Why it worked.
We showed the daily grind instead of talking about money.
Other bank ads talk about rates and fees. Ours showed what a business owner's day looks like.
The bank stayed out of the videos, so nobody felt sold to.
The product only came later, once people were already curious.
The ads followed each person.
A video first, then a banner with the same problem, then the product, then the form. The creative changed at every step.
