| The Group's communication work began in the early eighties through events promoting the new profession of Family Banker®, using television and press campaigns to recruit specialists in the savings field. At the same time there were campaigns to launch the new savings products (mutual funds) and pension products. The “Mediolanum” brand appeared on the jerseys of Arrigo Sacchi's great AC Milan team which was tremendously successful, including internationally. Some years later Mediolanum was one of the first sponsorships in Italian professional football.
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Campaign 2007 - The all-around bankIn 2007 Banca Mediolanum is back to the world of communication with a new multi-media advertising campaign that highlights the soundness of its business model, now present in the market for 10 years. The advertising concept is developed around the customer being at the center of the model, and today is evolving toward the bank being an “all around bank”.Innovative as always, Banca Mediolanum hands the floor over to 11 actual customers who testify to the quality of the service, the difference with respect to all the other bank models, and the convenience of an offer truly built around the customer. These and other concepts have been expressed through the creative use of “open-ended interviews” in ordinary, everyday situations from their lives – “caught” in the town square, at the airport gate, at the playground with the kids – seated in the red armchair that by now has become the symbol of the Bank. Their statements are reinforced when Ennio Doris comes on screen - President of the Bank and the icon present in all advertising. |
