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CASE STUDIES - BANCA MONTE PASCHI BELGIO
Their Communication Need
Established in Belgium in 1947, Banca Monte Paschi Belgio SA is the only Belgian bank of Italian origin. The bank focuses foremost on investment solutions, but
with 113 billion euro in assets and 28,000 staff in the network, it provides all forms of saving products.
The bank planned to open a new branch in the Schuman area of Brussels. This high visibility area had lots of walk by traffic and so they wanted to leverage
the windows of the existing structure during period that the interior was being refurbished.
The Business Communication Solution
M&C developed a teaser and follow up information awareness campaign to decorate the street facing windows. It reiterated the values of Banca Monte Paschi
Belgio and clearly showed how they overlapped with what people want from their bank. Teaser messages were used for the first 2 weeks and by the 3rd week it
was made plain the bank branch was opening soon. The visuals of the campaign included people from all walks of life as all of these represent the bank's
client base.
Results
Feedback within and outside the bank was been positive. Twice a day passersby were intellectually and perhaps even emotionally involved in the development of
the message (in contrast to their normal dull walking commute to/from the metro). A positive side benefit is that the bank starts off with the "right foot
foward" as they made people enjoy looking at their facade rather than associate it with being rundown and unattractive.
The campaign did not interfere with construction and the new location opened on schedule.
Work
Teaser Campaign
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