You can restart pretty much any device. Also a bank?
As Commerzbank Digital Technology Center – Commerzbank’s Bulgarian tech division started operations in Bulgaria in the second half of 2020, we were entrusted with the task to create and execute an effective employer branding communications strategy. And what a task it was – reaching out to professionals eager to take part in the challenge to turn a 150-years old bank into а digital enterprise.
As always, when we start work on a new employer branding project our first goal was to define the target audiences: prospective employees, media, community, customers and partners, as well as the best channels to reach them.
Part of our target audience were Bulgarian nationals working or studying abroad, so Sofia Airport, especially around Christmas, was the place where we can reach out directly to them when they return home for the holidays. We placed ads in the baggage reclaim areas of both Terminal 1 and 2, as well as close to registrations at Departures in Terminal 2 and passport check in Terminal 1. Since the time around Christmas is also time for shopping, we placed advertising in shopping centers around Sofia. In addition to that we also used billboard advertising in locations close to big grocery stores in the capital.
We continued our efforts into the new year with a follow-up campaign in March. Again, advertising in the airport, but switching to digital ads in the shopping centers and billboard ads located en route to skiing centers like Bansko and Borovets. We now added banner ads in Dnevnik.bg and decided to reach out to our audience with a Viber ad campaign, combining including post-call, main chat and call tab screens.
In addition to this we also produced branded swag including backpacks, notebooks, pens, lanyards, phone cases etc., so the Commerzbank brand can gain more awareness.
But that’s not all, we’re now working on our third campaign due in late April and early May. Stay tuned! 😊
*Design services and visualization of the messages provided by another vendor used by the client.