After three years, Slovenská sporiteľňa has a new brand positioning and claim with a unified message: THE FUTURE IS YOURS (BUDÚCNOSŤ JE VAŠA). It is launching it with a new creative concept based on looking forward to the future. The first campaign starts with the inspiring story of a heroine with an unexpectedly optimistic view of the future. Slovenská sporiteľňa is supporting the brand’s new direction with specific public commitments related to financial education, social housing, and useful outdoor facilities, through which it aims to contribute to a better future for Slovakia.
The creative concept aims to promote a more cultivated media space and generate authentic positive emotions. Interim testing of the long-term concept indicates that the creative concept has a powerful and lasting emotional effect and strong brand association. Slovenská sporiteľňa aims to develop the topic of a positive future in the financial advice it provides and across its full range of products and services.
“I am delighted that in eight months, we have succeeded in creating a bold and humane concept that strengthens the leadership position of the Slovenská sporiteľňa brand. While designing it, we drew on a wide range of data and surveys, and theories of behavioral economics. One of our important findings was that self-confidence and optimism directly support the prosperity of the individual and society as a whole. This insight helped us build seamlessly upon the communication capital established by the successful #believeinyourself concept. What is new is the orientation towards the future and the strong positive emotional differentiation. We want to promote optimism and enjoyment of life without regard for the problems that life and the times often bring,” Dáša Juríková, Head of Brand HUB at Slovenská sporiteľňa said.
“We wanted a big “cinematic” launch for the new communication strategy, and I think that we have achieved that. We tell a story that fills a 90-second television advert. That by itself is something big. In that time, we tell the story of a whole life including death, which is quite unusual. That is what gives this video so much strength. The cinematography is also on a higher level. The director is Laurence Dunmore, who has made legendary campaigns for several world brands. It is well-paired with the unique and beautiful campaign that we have created together with him for Slovenská sporiteľňa,” said Ondrej Kořínek, creative director of Zaraguza.
The campaign will run across all media types with a special emphasis on digital. With online video platforms, we use all their possibilities for targeting and sequencing videos of various lengths to present a complete storytelling campaign.
The media formats are linked to brand direction and product solutions for a better future via the project microsite www.buducnostjevasa.sk.