Turn a “Yes but” into a “Yes”
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 UMBERELLA CAMPAIGN with a nod to those doubts.
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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
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. It was soon followed by a consumer-focused version, featuring a man dreaming of a static caravan on his own little piece of paradise. Both stories offer a light-hearted take on the wonderful things that can happen when you say “Yes”.
The new umbrella campaign shows in a disarming and humorous way that you are allowed to be whoever you want. And above all, that you are allowed to dream of whatever you want. Europabank will never judge you and will always try to help you move forward by turning your doubt into courage.
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.
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