Since 2018, we are positioning Europabank as “the bank that dares”. This way, Europabank stands out as a bank that thinks and feels along your side, supporting people that dare in realising their personal or professional dreams. Responding to the sense of uncertainty felt by many Belgians, we developed a new umbrella campaign with a nod to those doubts.
Nudging Belgians towards a “Yes”
Belgium scores highest on the Hofstede index of risk aversion, higher than any other country*. This means we are being very thoughtful with our money, and this prudence can hinder the path to realising our dreams. Many Belgians with plans minimise their enthusiastic, spontaneous “Yes” by saying “Yes but” … What in the end means ‘no’.
*Source: De Tijd
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With the enthusiastic tagline Turn a “Yes but” into a “Yes” we want to convince both individuals and entrepreneurs that they should not give up on their small or big plans. Go from doubt to dare, because those who dare get ahead in life.
Challenging consumers and entrepreneurs
The campaign was kicked off with a focus on professionals, starring an entrepreneur considering expanding her gardening business. This new umbrella campaign shows in a very recognisable and funny way that we all can lose ourselves in a rosy world where anything is possible. Europabank helps us to turn these dreams into reality.
The campaign is deployed on billboards (digital OOH, 20m2, 2m2), radio, in-store and online video (30″, 15″ and 6″) and via Fillboards on tank guns. The bold campaign will run for at least 3 years, spread over different media waves.
