SC Jazz Communication SRL - Providentistii si cabinetele medicale

Category: Best Video Campaign

Client: Provident Financial Romania

Year / Domain / Status: 2015 / Finance / Winner

Strategy description:

Being specialized in offering small and fast home service loans to people who aim for a better life, but don't have the financial means to make it happen, Provident still faced a lot of prejudice due to this business model: it was frequently disliked or ignored, especially in the online environment. The financial crisis, the economic instability of the country and the general distress generated by financial matters, contributed even more to this negative perception. In this context our challenge was to address Provident brand likeability issue through a different and unconventional digital campaign, having as main objectives: • to generate campaign awareness (expose the creative content to at least 150.000 unique online viewers, after the first flight and 100.000 after the second flight; attract minimum 60.000 unique users on the Provident web page during the two flights) • to generate positive association and feedback for Provident via online, among both commercial target and opinion leaders The campaign targeted existing and potential Provident clients, low to medium income with access to Internet. Opinion leaders from social media like online journalists and bloggers. During this period of intense financial crisis the Romanians state of mind and soul changed. According to the World Happiness Report 2013, Romania was ranked number 90 out of a total of 156 countries. The same report shows that this index depreciated in the past years due to the financial crisis. A local study (issued by Provident and Novel Research) shows that the happiness is highly influenced by the financial situation – 7 out of 10 Romanians feel debts as a major psychological distress factor. It is said that the money are very important when you don’t have them and the poverty mindset takes us over, an attitude which persists among majority of Provident clients. The negative thoughts concentrated on what “one doesn’t have” rather than on “ what one has” can turn into reality due to the negative thinking, So our mission changed into making people happy - something even more important when you are a financial brand making business in one of the rather unhappy countries on the planet. It can't be argued that winning money makes one happy. So what would entitle Provident of all brands to put a smile on the face of financially insecure and pessimistic Romanians? Now that's a question with a rather simple answer: a confusion. Because of the way its name sounds in Romanian, Provident can easily be mistaken for a dental clinic. “Dent” is a suffix that almost all dental practices in Romania add to their name. Therefore, we acknowledged the confusion and converted it into a self-ironic online campaign, a campaign with a simple message – Provident, unlike dentists, can put the most authentic smile on the Romanians face by awarding them money. (“ProffyDent, YoloDent, BossDent – România este plină de cabinete dentare. Ceea ce noi nu suntem Evident. Insa va aducem cel mai frumos zâmbet, mai ceva ca într-un cabinet dentar.”)

Execution:

We chose the approach of a video content campaign - a fun and memorable content. Our “promotion with a smile” was told on different channels, from offline to online and social media and was customized according to each medium: • The media strategy focused on promoting the video commercial and on attracting people on the Provident web page which offered more video content. Therefore we placed the main video on Provident YouTube channel and embedded it on a Provident website page, for 2 flights. During the first flight, the Providentistii landing page was promoted through the YouTube video, Facebook ads,e-mail, Yahoo special branding and non-branded web banners, generic or contextual, built under the same creative idea. During the second flight we used only the YouTube video. • Overall the campaign was advertised through YouTube video ads, traditional online media, Provident social media channels (YouTube channel, twitter and LinkedIn accounts) and some PR offline and online tactics: o A PR Blitz targeting different opinion leaders had as main role the campaign promotion. They received a “Smilekit’ – “ ZâmbiKit” containing a tool to measure the smile and happiness level (ZâmbiMetru) ; an USB with positive advices against a negative thinking; the video commercial o Meetings with 13 bloggers from A-list The online media investment represented less than10% from the total interactive budget of 2014.

Case visual: