Record Bank Promo NICOTINE GUM by Saatchi & Saatchi Brussels

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NICOTINE GUM

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Industry Banking & Financial Services
Media Promo & PR
Market Belgium
Agency Saatchi & Saatchi Brussels
Creative Director Jan Teulingkx
Art Director Stijn Klaver
Copywriter Bouke Zoete
Client Service Director Matthieu De Winter
Released January 2011

Credits & Description

Category: Financial Products & Servcies
Advertiser: RECORD BANK
Product/Service: SAVINGS ACCOUNT
Agency: SAATCHI & SAATCHI BRUSSELS
Date of First Appearance: Jan 2 2011
Entrant Company: SAATCHI & SAATCHI BRUSSELS, BELGIUM
Creative Director: Jan Teulingkx (Saatchi & Saatchi Brussels)
Client Service Director: Matthieu De WInter (Saatchi & Saatchi Brussels)
Copywriter: Bouke Zoete (Saatchi & Saatchi Brussels)
Art Director: Stijn Klaver (Saatchi & Saatchi Brussels)
Account Director: Sandra Wille (Saatchi & Saatchi Brussels)
Media placement: Full Page Newspaper Ad - De Zondag And 7Dimanche - 02 January 2011
Media placement: Radio Campaign - Radio 1, radio 2, Q & Joe, Nostalgie, Classic - 02 January 2011

Describe the objective of the promotion.
The objective of the promotion was to convince as many Belgians as possible to open a Platinum Savings Account at Record Bank.

Describe how the promotion developed from concept to implementation.
This promotion is part of a bigger campaign we made for the Savings Account at Record Bank. The central idea was always to actually help people save their money, in this case by helping them to quit smoking. To get the nicotine gums we made a partnership with Nicorette. We then launched the promo on the perfect moment; right after New Year's Day, when people are trying to live up to their New Year resolutions.

Explain why the method of promotion was most relevant to the product or service.
We offered Belgian smokers a real tool to quit their smoking habit, and we offered it to them on the best moment possible, right after New Year's Day.
The money they saved by quitting could directly be put on their newly opened Platinum Savings Account. So the more people quit smoking, the more business Record Bank had.

Describe the success of the promotion with both client and consumer including some quantifiable results.
This was without a doubt the most successful campaign that Record Bank has ever done.
In the first two weeks of January, 6,316 new Platinum saving accounts were opened, compared to 3,525 accounts in the last two weeks of December, an increase of almost 200%.