About the client
Major player in the building and loans societies association, member of the Societe Generale Group. One of the most traditional brands in the segment, distributing its services online and offline through the network of more than 200 sales centers.
How create a strategy that fits the brand like a shell?
We knew we had to cement the brand strategy for now and later and come up with the concise and relevant brand story. And to find a compelling brand story, we conducted series of insider interviews, brand workshops, thorough desk research, analysis of market research data, user generated content and customer feedback.
We did not bring only spots to Modrá pyramida
There were already quite a few financial advisory firms in the market already, offering little to no differentiation. All selling “products” for commissions. People were saturated when it came to consulting their finances. We knew we need to narrow down the value proposition from financial advisory to something much more tangible, with more value behind. And we learned that before experimenting with the core proposition, Modra started as a company that “..helps you live better in a fast way”. Simple, to the point. No word of financial advisory. Now more than 15 years later, in the market with housing prices skyrocketing, strict regulatory limiting young people to organize their own housing and investors speculating further for real estate market growth, the original proposition made so much sense again.
Without changing the agreed company vision, together with the client team, we rediscovered the brand essence - moved Modra pyramida from generic Financial advisory to someone who does one thing best: Specialist in housing financing
We helped Modra define relevant RTB´s it could deliver immediately and in the longer term, required further services development
We defined new mission, easy to be transformed into the story and consumed and amplified both by the client facing staff and the consumers
We updated the tone of voice and visual identity of the brand for a better brand story fit and developed new creative concept
we have an ongoing project of redesigning customer journeys to be better aligned with the strategy