McCann Erickson worked with Unicredit Tiriac Bank on “Restart Romania” communication platform

Cristina Blanaru Ads, Creativity

UniCredit Tiriac Bank and UniCredit Consumer Financing launched, mid-April, a new campaign for “Personal Achievements Credit’, part of bank’s communication campaign, “Restart Romania”. This is the first integrated campaign under the new platform that targets Retail segment and was made together with McCann Erickson Romania

The campaign started on April 10th and the first execution was a manifesto TV ad, followed by 2 tactical TVCs to show the product offer the bank comes to support the message with.

Unicredit and McCann Erickson Romania aimed to redefine the perception on financing through “credit for needs” for personal projects, according to the economical developments around us. During the last 5 years and in the context of the economical crisis, most Romanians focused on covering the needs and necessities and postponed personal projects and other investments.

The campaign runs on TV and online, between April 10th – May 25th

We are encouraging people to resume the projects they maybe abandoned 5 years ago.To have the courage to dream again and to believe in realist aspirations that can bring them future benefits. We consider it’s the time to talk again about achievements and fulfillment. To look  further then the daily needs and worries. To think to apply projects for the future. That is why the product “personal needs credit” became “personal achievements credit”. Economical data started to show signs of come back. We don’t pretend it is easy, but we think it is the moment to rearrange things on healthier basis. Despite the challenges we all know, we consider that, together, we can inspire positive changes. We can “Restart Romania”. This is bank’s new communication platform and the umbrella under which we will develop future retail campaigns

Anca Nuta,

Identity & Communication Director UniCredit Tiriac Bank.

The teams working on the campaign:

  • McCann Erickson Romania: Creative Partner – Adrian Botan, Creative Director – Andres Vergara, Head of Strategy-  Diana Ceausu, Client Service Director – Dana Hogea, Copywriter – Cristina Calota, Copywriter – Catalin Stanciu, Art Director – Ionut Coanda, Strategic Planner – Ileana Serban Parau, Senior Account Manager – Laura Aldea, Account Executive – Loredana Ulceluse, Chief Growth Officer – Beatrice Iftimi, Head of AV Production – Tiberiu Munteanu, AV Producer – Alexandru Platon.
  • UniCredit Tiriac Bank: Identity & Communication Director – Anca Nuta, Team Leader Marketing Retail – Raluca Clej, Marketing Officer – Anca Popa.
  • UniCredit Consumer Financing: Head of Marketing & Product Development – Raluca Zamfirache, Marketing Officer – Laura Maxim.
  • The TV ad was made together with MITRA Film, post production studio Abis Film, with Anton Groves – director and Michael Brierley – DOP. Voice-over was Irina Pacurariu, TV producer.