Prophets created a sequel to its successful Crelan campaign
Tuesday, February 21, 2017 — How a bank should be. That is the Crelan baseline Prophets launched at the end of 2015 following the merger of Centea and Landbouwkrediet. Today, Prophets is exploring this position even further with three new television commercials that put the qualities and personal approach of the 660 Crelan branch managers in the spotlight.
Now that more and more banks are taking the online route, Crelan is also developing its digital tools further. However, in addition to its digital component, it also consciously focuses on an extensive branch network with independent agents who maintain good relationships with their clients. Expertise, advice and customer knowledge are all important characteristics of the branch managers in the new television commercials.
Strong bank brand
The television commercials allow the new Crelan brand to continue to surf the wave of success that was set in motion by the 2015 image campaign. That particular campaign made Crelan’s brand awareness exceed that of Centea and Landbouwkrediet 3 years ahead of target.
Branch manager in the spotlight
“Crelan distinguishes itself from other banks by a more personal, human approach with direct communication, a customer-friendly service ... We want the branch managers to show precisely those Crelan values in a surprising way in everyday situations. That is exactly what we have done in these fresh, contemporary commercials," Guido Goffeau, creative director at Prophets, says.