Focusing on BRD’s SME’s business sector, “Succesul de azi e in toate greselile de ieri” (Today’s success is in all of yesterday’s mistakes) is an open dialogue to a new category of entrepreneurs: the ones that passed the economic crisis and have learnt from it to be pragmatic, moderate and cautious, according to the campaign created by Jazz agency.
“Talking with our entrepreneurs, among which the ones appearing on the ‘why?’ spot, we discovered that the entrepreneurship is about trying until succeeding, about failure, but also about moving forward, learning from those mistakes. The mistakes are at the basis of the best life’s lessons and, at the same time, business ones. Everybody sees the success, but few know all the mistakes that are behind it. And it is especially that side that we find interesting, in which we found the “tension” that we needed in order to bring to life the story of the Romanian entrepreneur,” explained Gabriela Simion, executive director marketing and product management at BRD Groupe Societe Generale.
“By making mistakes. This is how we came up with the idea of ‘Today’s success is in all of yesterday’s mistakes’. Internally some idea, thoughts, revelations s were rejected. Until we defined the message and the executions for all channels we wrote and rewrote the message so many times that we lost its count. Mistakes. Mistakes that we’ve learnt from how to speak with the entrepreneurs that passed the crisis – the way the TV execution ‘Success’ was born. And how to listen to them – this is how the TV execution ‘Why did you become an entrepreneur?’ was born,” also said Alina Varlanuta, senior copywriter Jazz.
The entrepreneurs that appear in the ad have been attentively selected among the BRD clients, by being people that run successful businesses, with revenues of over EUR 1 million.
Alongside the TV, the message of the BRD for SMEs campaign is present and completes the other channels: online executions (banners, Facebook ads) and offline through materials dedicated especially to the entrepreneurs (both brand and product ones – the credit line), posters in all BRD’s branches with the entrepreneurs whose courage encouraged the agency and the client.
Especially for this campaign, the lender also launched a series of videos “I am an entrepreneur” on brd.ro/suntantreprenor, in which the entrepreneurs speak about the mistakes they did in their business.
The campaign is active in the period July 15 – September 11 2016.
Alina Varlanuta, senior copywriter
Raluca Matei, senior art director
Andreea Ghenoiu, group creative director
Andrei Stanciu, copywriter
Sebastian Dragu, designer
Alexandru Buta, art director
Valentin Suciu, partner & creative director
Alexandra Coanca, junior account executive
Georgiana Rotaru, account manager
Loredana Saru, client service director
Irina Pencea, partner & strategy director
Gabriela Simion, executive marketing director and product manager
Mircea Tomescu, communication director
Mihaela Olaru- director Daily Banking Marketing
Luiza Vrinceanu, brand communication manager
Irina Alexandrescu, brand manager
Diana Falan, brand manager
Adrian Enculescu, digital marketing manager
Corina Ogrodnic, product manager