Download - Innobank
![Page 1: Innobank](https://reader033.vdocuments.site/reader033/viewer/2022061218/5481ee4ab4af9f32538b45d0/html5/thumbnails/1.jpg)
Eva BoschOlga Casacuberta
Ivet Magem Clàudia Terns
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1924
more than 86 million clients in Europe
401 subsidiaries
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1924 1944 1964 1984 2004 2011
CLIENTS
CLIENTS
Million
Years
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Million
Years
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The FingerCard will replace the credit and debit cards.
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¡Oh my god!
Which is my
pincode?
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INITIAL BRAINSTORMING
• A feature for a car• A feature for the housewives• A transparent toaster• A digital rubbish bin• A financial product safer
FINGERCARD
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4.000
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4.400
4.600
4.800
5.000
5.200
5.400
1960 1970 1980 2000 2011
Cancellations of cards
MARKET RESEARCH
Years
o Panel surveyso Study in our bank
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PRES
S RE
LEAS
E
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GIVEAWAYS
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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, Berlin
F.P and Austria’s international fair.
SPONSORS: Apple + the 10th Annual Pan-European Retail Banking Conference (London)
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MARKETING PLANMarketing mix
Product Place
Price Promotion- Establishments 30€/year +
commissions- Minimum 4.000€
- Europe-Direct distribution-Intensive distributions strategy
- 500 first establishments: 3 years free
- Direct sales
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AD CAMPAIGN
Creative agency
Media agency
Presentation of the ad, logo and its catchy slogan
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CREATIVE AGENCYo Innovative products/useful methods
fingercard
showing symbols how it is used?
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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%).
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Innobank radio ad Internet ad- 8 seconds - 24 seconds- 120€/ad - 0.25€/click
Fingercard 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€
MEDIA AGENCY
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INNOBANK LOGO
![Page 20: Innobank](https://reader033.vdocuments.site/reader033/viewer/2022061218/5481ee4ab4af9f32538b45d0/html5/thumbnails/20.jpg)
INNOBANK LOGO
![Page 21: Innobank](https://reader033.vdocuments.site/reader033/viewer/2022061218/5481ee4ab4af9f32538b45d0/html5/thumbnails/21.jpg)
INNOBANK LOGO
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INNOBANK SLOGAN
“Keep your money IN”
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FINGERCARD LOGO AND SLOGAN
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ADS
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RADIO AD
INNOBANK AD
FINGERCARD AD
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INTERNET AD
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PRESS AD
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AIDA MODELIn order to catch the public’s attention... 3 situations:
• a pickpocket thefting somebody's 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”
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TV AD
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Thanks for your attention