Eurocaja Rural has presented this Monday in an act open to the media its new Campaign institutional, named ‘Jealousy‘, an initiative where he reinforces his way of understanding the banking: human and close to their clients.
The director of the Business Division of Eurocaja Rural, Enrique Munoz Sánchez, explained the details and characteristics of this action in an interview-discussion event held in the Auditorium of the Palacio de Congresos of the financial institution, and which was conducted by the presenter Alicia Senovilla.
Muñoz Sánchez highlighted during his speech that the purpose of this campaign “is to vindicate the Eurocaja Rural way of doing banking: humane and close, the banking that our clients and all of us want”, he highlighted. In the spot we can see how the ATMs of the entity itself sing the mythical song Junco’s “jealousy” when seeing how customers prefer to be served and carry out their operations with a person instead of a machine.
«Our ATMs are wonderful machines that fulfill their function perfectly, but at Eurocaja Rural they do not have a leading role as in other places, nor do we want these machines to be a substitute for an employee at our offices, or to be a place to send customers required to carry out the operations. No. At Eurocaja Rural we differentiate ourselves by that service of closenesstrustworthy with customers, no date prior, without sending anyone to the ATM. So, creatively, the idea of creating that “jealousy” of the ATM towards our employees suited us very well, because our professionals listen to the client and deal with them directly, and accompanied by this wonderful song by Junco that we all know, well, it has remained a piece with a very powerful message”.
Regarding the message that this spot launches, he indicated that “it is to defend our service. We are vindicating our way of doing banking. At Eurocaja Rural we do not send anyone to the ATM, but we do not have an appointment either. Our schedule of box is uninterrupted, we do not force our clients to carry out their operations through an application or with a machine through the phone. Eurocaja Rural is made up of more than 1,200 employees and employees, people who are great professionals who do every day in the offices of their towns and neighborhoods, is to provide that close service to clients, assisting them and helping them with all the financial needs they may have”.
campaign details
The focus of the campaign is disruptive, very different from the typical advertising of the financial sector. But it is also full of message, because it highlights that way of understanding banking on the part of Eurocaja Rural, a human financial service that is very well described in the first overlays of the video: «We are sorry for our ATMs, but at Eurocaja Rural we prefer to serve our clients in person.
In addition, they indicate that this way of understanding the banking service comes from their presence in the rural environment: «And we give the humane and close treatment that we learned from our towns», as indicated by the last superimposed of the spot.
Another of the strongest points of the campaign is the music of the spot, a song from 1986: “Celos” by the artist Junco, performed in the piece by the Eurocaja Rural ATMs, which, opening their cash dispenser, sing this mythical flamenco song.
Eurocaja Rural emphasizes the fact that providing good customer service is a priority for the entity. Sending customers to the ATM or any other technological application to carry out their operations is not contemplated in the philosophy itself. “Our clients are people with names and surnames, who demand a close and humane financial service, and at Eurocaja Rural they have it,” stressed Muñoz Sánchez during his speech.
The spot has been filmed in different office locations and their respective Eurocaja Rural ATMs. Both the entity’s internal teams and the creative agency ‘Pingüino Torreblanca’, one of the best agencies in the country, have worked on developing the campaign, which has very effectively captured the philosophy and message of Eurocaja Rural.
All the offices of Eurocaja Rural, more than 440, will adapt their image to this institutional campaign.
Social media campaign
The main piece consists of a 45-second video, but another 20-second spot has also been developed, as well as adaptations to different media.
The promotional campaign will be disseminated in multiple formats (digital banners, press advertising, radio spots, etc.) and in social networks (Twitter, Instagram and Facebook) has enabled the hashtag #jealousywhere all those interested can share the reasons and considerations about what this announcement has conveyed to them.
The full video can be viewed here link.
