Nominalizarile obtinute la FIBRA #2:
- Creative Use of Media
PRESENTING THE CASE
Campaign / Execution Summary
In September 2017, the Provident brand launched the “Responsible Lending” Campaign with the purpose of educating and growing the awareness degree within the financial product clients. To that effect, the company has created a dedicated page on its website, where consumers could find out information about what a responsible lending decision implies.
But to really draw its consumer’s attention Provident created the Financial Awareness Test.
On the 5th of September – the representative example in one of its TV commercials was changed with a less representative one to prove a point.
The representative example is a small disclaimer placed at the bottom of the screen offering the financial conditions for taking a certain loan: for a specific amount of money, one will pay back more, as the final amounts includes the interest rate and other services and commissions. The representative example is mandatory in each commercial that advertises on financial loans.
Provident aired this commercial using the following text: "Non- representative example: This ad is being watched by over 1,500,000 Romanians. We are wondering how many of them read the details that financial institutions place in these types of commercials. Or in contracts. If you had the curiosity to read this text, call 0219452 (normal rate number) and get a guaranteed prize."
7,7 million of Romanians were finally exposed to the commercial. 10 of them called the displayed number; 9 of them asked for details about a loan that wasn’t even advertised in the commercial.
ONE SINGLE Romanian called to ask for his prize.
To tell our story we created an online video exposing the outcome of the test. This way our message got to more Romanians raising awareness on the subject in social media and PR.
Context / Problem / Opportunity / Insight
Some of the NBFI (Nonbank Financial Institution) are taking advantage of their customers’ vulnerability by inserting dangerous clauses in their contracts. That’s how many families were left on the street.
When confronted – their answer was simple: PEOPLE MUST READ THEIR CONTRACT BEFORE THEY SIGN.
Provident, the number one NBFI on the Romanian market, believes that being involved as a financial institution in helping your clients understand all the implications of a loan is a responsibility.
Therefore it launched the "Responsible Lending" Campaign, being the first campaign launched by an NBFI with the purpose to educate the Romanian consumers.
Provident aimed to reinstate the fact that before taking a loan, it’s important for the client to understand what that loan means, apart from its immediate need. It’s not helping the company, nor the client, if the latter does not reads or understands the terms and conditions of the loan taken and that leads to a financial imbalance.
Primary: Provident current and potential consumers, anyone who has to sign financial documents and which needed to be reminded that responsibility has to be taken by both parties.
Secondary: online consumers and
online KOLs & media players, which were exposed to the promo of the Provident test.
According to the data provided by the media agency, the 15 seconds TV commercial was broadcasted 161 times, on 13 Tv stations, between 07:00 and 02:00 AM, with a total audience of 7.7 million viewers. In this period, the phone number made available especially for this campaign, was called by 10 persons. Of these, only one person called to claim the promised prize in the campaign, the others used the number either to apply for a credit, nor to ask for information about the products in the Provident portfolio.
The TV commercial effectively reached only one person, but the video showcasing Provident’s gesture started an online conversation that further raised awareness on the subject, making more people understand how important it is to carefully read the small print.
Non-representative example: This ad is being watched by over 1,500,000 Romanians. We are wondering how many of them read the details that financial institutions place in these types of commercials. Or in contracts. If you had the curiosity to read this text, call 0219452 (normal rate number) and get a guaranteed prize.
The promotion is available in 5th of September. The promo regulatory is available on www.provident.ro/ responsible-lending/contest
Entry Case Title: The Financial Awareness Test
Client: Provident Romania
Crreative Director & Partner: Valentin Suciu
Group Creative Director: Miruna Dumitrescu
Copywriter: George Bucurescu
Art Director: Mihai Stoica
Client Service Director: Loredana Saru
Account Director: Alexandra Vestineanu
Account Manager: Andreea Dragan
Brand and Content Marketing Manager: Narcisa Gheorghe
Marketing Director: Marilena Barliga
External Relations Coordinator: Elena Ungureanu
Senior Corporate Affairs Manager: Vlad Sandru