Bank of Cyprus, Retail Loans, ATL Campaign

Challenge

Moving forward with the momentum that we had created in previous years, the challenge was to drop the 'Let’s Talk' invitational sign off and shift towards a more empowering call to action. A message that was more direct and impactful in order to drive the desired loan applications.

Idea

Human truths always create the most impact, like the feeling of owning your first car, house or business. This insight resonates powerfully with the raw consumer mindset and was augmented with the campaign title; 'MY House', 'MY Car', 'MY Business'; as an affirmation of the point of purchase. For the series of 3 TVC’s a custom song was written and produced with the title, 'My Only Love'.

Result

A comedic yet honest creative approach enabled the campaign to deliver a straightforward call to action. The Bank of Cyprus sustained a friendly and fresh identity relevant to the millennial target group.