Provident Financial came to Romania in 2006, bringing the clear British vision and business model to the Romanian market. Ever since its launch on the market, Provident has been building and growing its brand with a clear vision and communication strategy, and has managed to become the first choice when it comes to the non-financial personal loans market. Beside communicating the various loans options to its consumers through traditional communication channels, Provident has been investing in building their brand online, through various video content campaigns that have gone viral over the past three years. These communication efforts were targeting opinion leaders, industry professionals, people with high income and education, those who could share the story and have an impact on Provident’s story as a brand.
|Strategy:||In 2016, Provident turned 10 years old on the Romanian market. Traditionally, most companies celebrate this achievement with a press conference and a conversation about achievements and merits. Something our target was already tired of hearing about. So, in order to keep building on our positive brand perception, we decided to have a different approach through an out of the box strategy and a disruptive discourse that would help Provident stand out amongst any other financial brands. The objectives were to expose our creative content to at min. 400.000 unique online viewers and to create a conversation around Provident as a brand and activate opinion leaders and industry professionals to celebrate our 10 year achievements in a way that would surpass the traditional press release.|