Banca di Roma

We usually know the “output” about an advertising campaign that is the television spot or the ads in the paper.
It's matter instead for the most “curios” trying to “guess” which have been the considerations, the reasons and the motive factors leading to its realization.
Beyond the simply curiosity, succeeding in understanding the meaning of an advertising campaign can be instead very interesting in order to better understand the 'laws' of the communication game on a side and what the enterprise wanted to communicate on the other, and this way to evaluate the message with full knowledge of the facts.
The Banca di Roma is a company that has surely staked everything over communication. The well-known “Snafuz” featuring the privatisation advertising campaign has already turned into an idiom.
As well after the first journey through time, the Banca di Roma has decided to stake once more on future even if this case it concerns a nearer future and furthermore much more concrete. On the other side the object of the advertising campaign is the peak product of the bank, that is the “Conto del tuo futuro” (The account of your future). The message the Capitoline Bank Body intended to give is that by the means of this product everyday life can be more quite and free from worries: hence the slogan: “Free from worries it's easier to stay young”.
The interpretation of the spot is entrusted to famous personages both of the spectacle world as Maria Grazia Cucinotta, and sport environment as Gabriel Batistuta, Luigi Di Biagio, Roberto Mancini, Luca Marchegiani, Francesco Totti and Eddie Irvine. As the spot director Dario Piana asserted, the element that hit him the most when the agency told him the stories of the advertising campaign was that they lies over a simple idea that can be told in five words: “without worries you stay young”.
Indeed in the spot you can see these well-known personages carried to the future and who, thanks to this new account of the Bank, do not get older at all, but are still exactly the same as today.
The spot showing as protagonist Maria Grazia Cuccinotta, for example, the charming actress notwithstanding she acts the role of a grandmother that explains to her little nephew an to an impertinent little robot, how, thanks to the Banca di Roma, she has succeeded in staying young and beautiful.
In the other spots the comparison between those having addressed to the Banca di Roma and those having not is more stressed. For example in the spot having as protagonist Eddie Irvine, the Formula I pilot meets, naturally in the future, his ex schoolmate, naturally aged, while the Irish pilot is in good form more then ever. In the third sketch the protagonists are football players, some of them aged and others not.
All stories that on a side are easy to tell and on the other are anyhow stirring and engaging. Indeed if the future has been seen many times in television or at the movies, almost always it has concerned a too far future, improbable and into which it is difficult to cast one mind.
This time maybe is the first time the future is represented by what it could really be, human and anyhow too close to our current life.
Of course the choice is not causal but rises from the will to introduce the Banca di Roma not as the bank of a not well defined future and so insubstantial, but as the bank of a real future, the future everyone can build by going to the Banca di Roma the exact way the personages of the spots do.
It' is clear as the rise and the realization of this advertising campaign is the result of an important creative and an executive effort lying over a belief marked by reliance and hope, and the profitable collaboration and acting. A belief that belongs to the Banca di Roma and to which it's given concrete form by a social, besides commercial, engagement.
But which are the main features of this “product” issued by the Banca di Roma?
The “Conto del tuo futuro” is the new current account offering by a fix monthly fee the easy access to all the bank services, concessional rates, some special insurance policies and a wide range of no-bank chances in the health field, car and road assistance, travels and spare time, school, work settling in. To better fit the customers' different behaviours it has been articulated into three typologies (Leisure, Fantasy, Primacy) different for the services counted in, for which nevertheless it is operative a sole principle: the most advantages for customers and total transparency.
Leisure (monthly fee £13.000) is directed to whom, even attentive to expenditures, wants to enjoy a whole of services useful for the family (health, house, car, sparing time, job settling in); Fantasy (monthly fee £18.000) is directed instead to whom wants the most complete banking services and a wide range of services and warranties for the family and finally Primacy (monthly fee £24.000) represents the optimum choice for whom wants a “richer” and a complete formula of banking services and others, able to cover the personal and family areas of greater interest.
Three different chances with a sole target: decreasing the customers' worries, since “without worries it's easier to stay young”.

Banca di Roma