06/15/2007
15.00 p.m
Press Release
Banca Mediolanum new advertising campaign
The customer also at the centre of communication
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. 30” and 15” TV spots, 30” radio commercials, photos for press releases, billboards, local and below-the-line ads were are created from each of these long chats.
The TV campaign is slated for half of June and all of July on the RAI, Mediaset, LA7 and Sky networks with coverage estimated at over 300 GRPs per week. Additionally, some of the main national radio stations and daily newspapers are involved in the campaign.
The campaign will be supported by online advertising and, in the future, will be given significant space on the Mediolanum Channel, the satellite TV on the Sky platform on channel 803.
To get the 11 testimonials used in the campaign, almost 200 customers were involved in the casting process, with the help of the Family Banker™ network all over Italy.
Thus, for a few days, these customers had the experience of being total protagonists, living a behind-the-scenes experience in TV production, including “hair and makeup”, lighting tests, a driver for getting around, and were showered with treats reserved just for them, also off the set. The various subjects were taped in different locations: the antique town square of the city of Cremona, Terminal 1 of Malpensa, and the park Giardini Pubblici on via Palestro in Milan. Other shots were taken in the at-home environment, to document those moments in which life touches the bank.
The creative for the TV campaign was developed by the agency “Studio Marani” and produced by Alboran, a division of Mediolanum Comunicazione, a company of the Mediolanum Group. Maurizio Marani was in charge of art direction, Dario Piana of direction, and Stefan Morcaldo of photography.
Milan, June 15, 2007
Direzione Relazioni con i Media
Gruppo Mediolanum
Roberto Scippa
Tel 02 90492902
Fax 02 90492345
Mobile 335 8166556
BANCA MEDIOLANUM ADVERTISING CREDITS
| PRODUCT |
Banca Mediolanum |
| |
|
| AGENCY |
Studio Marani |
| |
|
| CREATIVE DIRECTION |
Maurizio Marani – Art Director |
| Maria Bietolini - Copywriter |
| |
|
| PRODUCTION |
Alboran S.p.A. |
| |
|
| DIRECTOR |
Dario Piana su gentile concessione di Filmmaster |
| |
|
| DIRECTOR of PHOTOGRAPHY |
Stefano Morcaldo |
| |
|
| POST PRODUCTION |
Toboga e Ubik |
| |
|
| LENGTH |
30”, 15” |
| |
|
| MEDIA |
TV and Satellite TV
Major radio stations
National newspapers |
