Eurocaja Rural has presented “Feel like a customer again”, a new campaign with which it advocates personal and in-person attention at a time when a large part of the financial sector has shifted the relationship with the user towards the app, the ATM or the appointment. The action, created by Rosebud and produced by Petra Garmon, uses humor and irony to point out one of the great paradoxes of today’s banking: entities that talk about closeness, but in practice make direct contact with the client increasingly difficult.
The starting point of the campaign is that when a person enters your bank, they expect to be served as a customer, not managed as a procedure. Faced with this perception of dehumanization, Eurocaja Rural presents a differentiated position and defends that the office continues to be a space for relationships, listening and advice.
The entity maintains that promise from its own structure. Eurocaja Rural currently has 517 offices and claims to be the entity with the most branches per customer in Spain. While the banking sector has continuously reduced its physical network in recent years, the company affirms that it maintains a strategy of opening offices and territorial proximity.
“When someone walks through the door of one of our offices, what they find is a person willing to listen to them, understand them and help them. Without filters, without obstacles and without algorithms. At Eurocaja Rural we are delighted to call our clients by their name, and not by their turn”said Víctor Manuel Martín López, General Director of the entity.
From Rosebud, the campaign is articulated around a series of questions that directly address the erosion of the relationship between banking and user. “Where was that ‘customer comes first’ thing? When was the last time you felt that your bank cared about something more than your money?”said Pablo Lucas, General Creative Director of Rosebud. “Feeling like a customer means that the cashier is an option, not an obligation. Always being there when you come, not when it’s convenient. Or being called by your name, and not by your turn.”
“Feel like a customer again” is made up of three spots, titled “Muertos”, “Escalera” and “Mimetizados”, with 20 and 30 second versions. The campaign will be widely deployed on television, digital platforms, social networks and radio, with several spots. In addition, the campaign image will dress all of the entity’s offices, reinforcing the connection between the advertising message and the physical brand experience.
The creative approach plays with situations taken to the absurd to reflect the feeling of many consumers regarding certain banking practices: impersonal procedures, access barriers, automation or the perception that the client is more comfortable when he does not appear at the office. Eurocaja Rural uses this discomfort to defend a more accessible model.
The new campaign continues the territory that Eurocaja Rural had already worked on a year ago with “The Revolution of Los Maquinas”, also developed together with Rosebud. On that occasion, the entity humorously contrasted the difficulties of carrying out banking transactions through machines, ATMs or computers against the ease of human treatment. “Feel like a customer again” now delves into that same strategic line, but takes the message one step further, demanding closeness and questioning a banking model that has progressively distanced the customer from the office and the conversation.
