PROJECT FOR THE ISTROPOLITANA OGILVY AGENCY AND VÚB BANKA.

Pavol Minár - – 26.03.2019

Banks were not perceived positively at the time when the economic crisis peaked. Their coldness, incomprehensibility and “usury” paired with the capitalist “heartlessness” and “insatiability” were seen by the public as the reasons behind the crisis itself. The strategy of VÚB Banka was thus purposefully built as an alternative that stood in contrast to the orthodoxy of the usual bank communication. Where others took pride in their suits, buildings, veiled in an atmosphere of snobbery and using professional jargon that was difficult to understand, the “bank for me” was to behave as “my bank” for real. This line of thought lead to the creation of the Gluers series, portraying the “average Joes” who are imperfect, make mistakes and are very human. This resulted in a highly successful transformation of the brand both in terms of business and marketing from “huge and impersonal” to “our and for us”. The communication concept was highly effective – at EFFIE Slovakia, it won 5 awards.