Bank Of Valletta
Financial Services
To retain BOV's position as the top choice for students' banking, we partnered with local influencers to create a campaign that appeals to both Gen Z and their parents. Tasked with creating and maintaining awareness for an existing product, we built on previous successful campaigns with a comedic, vibrant approach and the empowering slogan, “BOSS UP WITH BOV CLUB”. The campaign strengthened BOV Club’s identity and boosted its market appeal across generations.
Retaining BOV's positioning as the preferred choice for students’ banking needs, by partnering with a trio of local influencers and appealing to Gen Z and their parents alike.
Challenge
For this campaign, we were approached to create and maintain awareness about the already available product, and the customer’s recall to it. We had to come up with an innovative and eye-catching concept to give the product that 'edge' over its competition. Our primary challenge was creating visual which would appeal mainly to Gen Z and Millennials, while also being recognisable and relatable to the older generations. We also wanted to build on the campaign from the previous year and adopt a more comedic approach.
Our Contribution
Partnering with a trio of influencers, we built on the success of previous years' campaigns, but giving a comedic twist enabling us to reach a larger audience. We took inspiration from the elements and features of the product to construct a slogan which is cohesive and empowering, ‘BOSS UP WITH BOV CLUB’. By using fun and vibrant colours that resonate with Gen Z, we were able to set BOV Club apart from competitors.
Value Given
The campaign helped in the efforts to retain the brand’s position in the market, providing the brand with a distinct identity which showcased BOV Club’s relevance and benefits in a light-hearted and memorable way.
