Handlobank tries sweet ad pitch
The bank, which has four branches in Warsaw, took a page from perfume companies to attract attention to itself. In a campaign designed by Saatchi&Saatchi, the bank's magazine ads have a pull-back flap that is commonly used to include scents.
The ad looks like a sensual perfume pitch, but once the flap is pulled back it becomes apparent that the message is about money, not fragrances.
The campaign launched this fall will last until the end of the year with the target group defined by the bank's marketing manager, Jan Gasparski, as "consumers who want total freedom as far as using their money goes."
The perfume-like ads are running in major weeklies and magazines. Handlobank's campaign also relies on more conventional press ads in dailies, as well as radio spots on Warsaw stations such as Radio Zet and Pogoda, Gasparski said.
He would not reveal how much the bank is spending for the Warsaw-only marketing campaign.
The ad looks like a sensual perfume pitch, but once the flap is pulled back it becomes apparent that the message is about money, not fragrances.
The campaign launched this fall will last until the end of the year with the target group defined by the bank's marketing manager, Jan Gasparski, as "consumers who want total freedom as far as using their money goes."
The perfume-like ads are running in major weeklies and magazines. Handlobank's campaign also relies on more conventional press ads in dailies, as well as radio spots on Warsaw stations such as Radio Zet and Pogoda, Gasparski said.
He would not reveal how much the bank is spending for the Warsaw-only marketing campaign.
