03/09/2005
Press Release
Banca Mediolanum
New €30m multi-media marketing campaign
To mark the launch of the new Riflex current account, Banca Mediolanum is mounting a huge multimedia campaign to highlight the advantages of its model, which has been on the market now for seven years.
The overall investment will come in at €30m and will involve all media: generalist television, satellite, newspapers, magazines, radio, Internet and billboards. Always innovative, Banca Mediolanum will be the
first to have an interactive advertisement on the Mediaset digital terrestrial networks.
The TV advertisements are Alboran and Mediolanum Comunicazione productions - both Mediolanum Group companies.
As usual, the main character in the campaign is Bank CEO Ennio Doris, together with some of his clients who talk about being a Banca Mediolanum client.
The advertisements have been made entirely using motion control, a technical choice dictated by the need for high impact images and effects.
Programming will see three topics rotate: "Current Account", 30 seconds and 45 seconds, "Credit Card" and "Global Advisor". The advertisements are centred on Reflex, a new highly competitive current account on the Italian banking scene, Riflexcard, a new innovative credit card aimed at meeting the many demands of clients, and the Global Advisor, the highly professional consultant who can be found all over Italy.
The key message of the campaign is the question put by Ennio Doris to all bank users about the ability of their bank to reflect their needs. The Banca Mediolanum clients then talk about a new, complete, convenient and personal way to relate to their bank.
Milan, March 9, 2005
Media Relations
Mediolanum Group
Roberto Scippa
Tel 02 90492902
Fax 02 90492345
Mobile 335 8166556
BANCA MEDIOLANUM ADVERTISEMEN
| PRODUCT |
Banca Mediolanum |
| Riflex Current Account |
| Riflexcard |
| Global Advisor |
| |
|
| AGENCY |
Studio Marani |
| |
|
| CREATIVE DIRECTION |
Maurizio Marani – Art Director |
| Maria Bietolini - Copywriter |
| |
|
| PRODUCTION HOUSE |
Alboran S.p.A. |
| |
|
| DIRECTOR |
Dario Piana by arrangement with Filmmaster |
| |
|
| DIRECTOR OF PHOTOGRAPHY |
Stefano Morcaldo |
| |
|
| LENGHT |
30 seconds 45 second |
| |
|
| MEDIA |
Generalist and satellite TV
Interactive ad on Mediaset digital terrestrial |
| |
|
| ENNIO DORIS'S SUITS |
Canali |
