Innobank

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Innobank

  1. 1. Eva BoschOlga Casacuberta Ivet Magem Clàudia Terns
  2. 2. 1924more than 86 million clients in Europe 401 subsidiaries
  3. 3. Million CLIENTS908070605040 CLIENTS3020100 1924 1944 1964 1984 2004 2011 Years
  4. 4. Million Years
  5. 5. The FingerCard will replace the credit and debit cards.
  6. 6. INITIAL BRAINSTORMING• A feature for a car• A feature for the housewives• A transparent toaster• A digital rubbish bin• A financial product safer FINGERCARD
  7. 7. MARKET RESEARCHo Panel surveyso Study in our bank Cancellations of cards 5.400 5.200 5.000 4.800 4.600 4.400 4.200 4.000 Years 1960 1970 1980 2000 2011
  8. 8. PRESS RELEASE
  9. 9. GIVEAWAYS
  10. 10. SOCIALIZING ACTS• Presentation of the product: international financial world fair (Paris)• Cocktail in Barcelona• Dinner with most popular establishments• Others fairs:Luxembourg fair, Londinnovative, Madrid por la inovación, BerlinF.P and Austria’s international fair. SPONSORS: Apple + the 10th Annual Pan-European Retail Banking Conference (London)
  11. 11. MARKETING PLAN Marketing mix Product Place - Europe - Direct distribution - Intensive distributions strategy Price Promotion- Establishments 30€/year + - 500 first commissions establishments: 3- Minimum 4.000€ years free - Direct sales
  12. 12. AD CAMPAIGNCreative agency Media agency Presentation of the ad, logo and its catchy slogan
  13. 13. CREATIVE AGENCYo Innovative products/useful methods fingercard showing symbols how it is used?
  14. 14. MEDIA AGENCY• CD and pen drive.• Target market from 18 years on.• Most attractive channels: Spain: telecinco (14%), tv3 (15% in Catalonia), antena 3 (13%). France: La cinq (13%), Paris Premerie (12%) and Planete+ (10%) Italy: Rai 1 (21%), Canale 5 (19%) and Rai 3 (9%). England: BBC (25%), ITV (10%) and Channel 4 (9%). Luxembourg: RTL group (15%), Pal (11%) and Secam (8%). Switzerland: TSR (14%) and Sat1 (13%). Deutch: RTL 5 (19%) and Nederland 2 (11%). Austria: ORF 1 (12%) and 3 sat (10%). Poland: Polsat (23%) and Tele 5 (12%). Portugal: RTP 1 (17%) and SIC (15%). Norway: TVNorge (18%) and NRK3 (14%). Finland: Nelonen Perhe (22%) and YLE (15%). Sweden: SVT 1 (16%) and TV4 (9%).
  15. 15. MEDIA AGENCYInnobank radio ad Internet ad- 8 seconds - 24 seconds- 120€/ad - 0.25€/clickFingercard radio ad TV ad- 36 seconds - During midday news- 400€/ad - 10.000€/ad Press ad- 7.000€/ad  working days- 8.000€/ad  weekend editions Total profits: 4.500.000.000€ Invested in ad campaign: 900.000.000€
  16. 16. INNOBANK LOGO
  17. 17. INNOBANK LOGO
  18. 18. INNOBANK LOGO
  19. 19. INNOBANK SLOGAN“Keep your money IN”
  20. 20. FINGERCARD LOGO AND SLOGAN
  21. 21. ADS
  22. 22. RADIO AD INNOBANK ADFINGERCARD AD
  23. 23. INTERNET AD
  24. 24. PRESS AD
  25. 25. AIDA MODELIn order to catch the public’s attention...3 situations: • a pickpocket thefting somebodys wallet with money and credit cards • a girl losing the notes • a girl losing her credit cards while opening her wallet.o Showing the advantages of the FingerCard“do not let it happen to you”, “avoid it!” and “forget it!”.o The ad causes a desire of commodity“only your finger to pay”.o Catchy slogan + Innobank and FingerCards logo. “Innobank, keep your money IN”
  26. 26. TV AD

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