BCR and Cohn&Jansen JWT bring beautiful gestures from online to downtown

BCR and Cohn&Jansen JWT bring beautiful gestures from online to the streets of Romania’s big cities. This is the subject of a campaign that announces Zero Bank Fees for the BCR Current Account.

Even 3 lei have value. If you rethink small amounts, you will realize it’s enough to make somebody smile – you can offer a flower, a donut, a chocolate or a toy.

BCR and Cohn&Jansen JWT are offering a new approach regarding the bank fees: „You can do better things with your money than paying bank fees”. This is the new integrated campaign developed for TV, digital, outdoor, BTL and in-store.

We came up with the idea when we started asking ourselves „Are banking fees a problem for Romanians?” The final answer was „Well, yes and no”. On one hand, paying a small amount every time they withdraw cash annoys them, on the other hand, they keep paying it because it’s not really big enough to worth the hassle. – said Felicia Stoica, copywriter at Cohn&Jansen JWT.

While TV, outdoor and retail set up the campaign’s idea, the online and BTL activations go further to demonstrate the validity of the initial premise.

What can you do with 1, 3 or 5 lei? A lot of things, enough to create a Catalogue of Beautiful Gestures. This is a Facebook app that works similar to the „random acts of kindness” concept. The users choose an object on Facebook and somebody else receives it on the street.

Arina Stoenică,

Account Director Cohn&Jansen JWT.

Do 3 lei still have value in today’s world? The overwhelming response of Romanians to the gifts they received proved there is value in every amount, no matter how small.

We were happy to find that agency’s creative proposal perfectly fits the BCR’s vision for this product. The bank’s clients have unconditional access to our basic products: The Current Account and the Debit Card. We continuously encourage the use of the digital medium and the easy access to your account information. That’s why we offer 3 months of fee-free Internet and Mobile Banking including the transfers in lei or foreign currency within BCR

Cornelia Pleșoianu,

Head of the BTL department at BCR.

The BCR Current Account’s campaign continues the communication platform launched by Cohn&Jansen JWT for BCR, in 2015 – „A busy life becomes a rich life with BCR”.

The teams that created the campaign are:

The BCR team: Anca Rarau (Executive Director Marketing Division), Georgiana Oltenescu (Head of Brand Bulinding), Anca Luca (Senior Marketing Officer), Alina Petcu (Marketing & Media Developer Coordinator), Luiza Briscaru (Marketing Officer), Mădălina Cazamir (Senior Digital Officer), Cristi Pîrvu (Specialist Online Media), Cornelia Pleșoianu (Head of BTL Department), Adrian Săveanu (Project Manager BTL); Diana Megheșan (BTL Officer).

The Cohn & Jansen JWT team: Andrei Cohn (Creative Director & Managing Partner); Alex Negoescu (Creative Director), Felicia Stoica (Senior Copywriter); Bogdan Petcu (Art Director); Alexandra Popa (Junior Copywriter); Diana Caracota (Strategic Planner), Monica Rădulescu (Head of Digital & Strategic Planner); Miriam Ivănescu (Account Director); Arina Stoenică (Account Director); Ruxandra Popescu (Account Manager); Oana McGinley, (Senior Account Executive), Cristian Dobre (BTL&Production Manager), Ilinca Dumitrescu (AV Producer), Gabriela Gheorghe (DTP), Virgil Ghelmeci (DTP)

The Atelieru.ro team: Robert Căpraru (Webdev); Mihaela Budescu (Social Media Executive)