Eva BoschOlga Casacuberta

Ivet Magem Clàudia Terns

1924

more than 86 million clients in Europe

401 subsidiaries

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1924 1944 1964 1984 2004 2011

CLIENTS

CLIENTS

Million

Years

Million

Years

The FingerCard will replace the credit and debit cards.

¡Oh my god!

Which is my

pincode?

INITIAL BRAINSTORMING

• A feature for a car• A feature for the housewives• A transparent toaster• A digital rubbish bin• A financial product safer

FINGERCARD

4.000

4.200

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

PRES

S RE

LEAS

E

GIVEAWAYS

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)

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

AD CAMPAIGN

Creative agency

Media agency

Presentation of the ad, logo and its catchy slogan

CREATIVE AGENCYo Innovative products/useful methods

fingercard

showing symbols how it is used?

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%).

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

INNOBANK LOGO

INNOBANK LOGO

INNOBANK LOGO

INNOBANK SLOGAN

“Keep your money IN”

FINGERCARD LOGO AND SLOGAN

ADS

RADIO AD

INNOBANK AD

FINGERCARD AD

INTERNET AD

PRESS AD

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”

TV AD

Thanks for your attention