Campaigns and Communication

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.

Campaign 2013 – Ognimese Mediolanum

A new on-air campaign was launched in February 2013 to promote Ognimese Mediolanum, the investment method that offers the opportunity to receive a monthly coupon.

The spot involved a number of regular people being interviewed in various cities, asking them the following question: "What is your life’s dream/project?”.
This was then followed by Chairman Ennio Doris, who presented Banca Mediolanum’s offer to provide its customers with a concrete benefit month by month.

The communications initiatives envisaged intensive use of TV, radio, print, local billboards (referring to the Family Banker® Offices) and the internet.

Guarda lo spot

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