Specialist marketing communications agency

Introduction

Caixa Geral de Depósitos (CGD) is the national bank of Portugal, with 650 branches across the country. As part of an initiative to rejuvenate its brand positioning, CGD wanted to employ contemporary in-branch communication media. 

Objectives

Kaleidovision was retained to devise and produce a marketing communication channel, which would run on plasma screens in the banking halls. This was to promote the bank's products and services, as well as reinforce new brand positioning.

Solution

Kaleidovision sent a creative team to work with CGD's marketing department in Lisbon, initially to agree the precise overall channel objectives and work out the screen layout in the branches; the number and size of screens to be used and their positioning to capture the customer's attention.

The next stage was to work out the content strategy - which products and services to promote, how many days each should be promoted for and how many to promote at any one time. As different customer groups tend to visit their bank branches at different times of a day, or on different days of the week, it was important to promote different products to different target audiences by screening them at different times of specified days.

At the same time, part of the branding brief was to highlight the work the bank does within the community, especially in the arts sector.

Considerable research was conducted into the way the channel instigated interest in the products and services, compared to a set of control sites which were using printed material. Both on qualitative and quantitative measures it was clear that screen-based communication was achieving superior results. It also became evident that the presence of screens assisted younger customers' perception that the CGD brand was progressive and of more relevance to them.

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