Jan KastoryRafal Marciniak

GE Capital, Bank BPH

Simple and transparent productsCorporate Social Responsibility

Retail bank in Poland

“If a child in its first 1000 days does not have adequate nutrition, the damage is irreversible. Their brains and bodies will be stunted.”

Every mother is a lioness fighting to ensure the bright future of a child…

…not only hers. Maternal instincts means empathy to other mothers struggle.

INSIGHT

newPayment Card &Junior Saving Account

every card payment rounded

up to full Euro

added sum transferred to mothers via World Food Programme

‘Lioness to Lioness’

more people joining higher the

interest rate on Junior Saving

Account

investment in a child

WIN

WIN

WIN

›cross-sale potential (to higher margin products)›new-to-bank customers›building brand awareness

›Junior Saving Account’s higher interest rate›fulfilled empathy

›attention generated in Poland›potential to expand ‘Zero Hunger’ initiatives in global GE brand›up to 300.000 €/ year donations

BPH BANK

CUSTOMERS/DONATORS

WORLD FOOD PROGRAMME

BENEFITSWIN – WIN – WIN

You are a lioness.You are a responsible mother.You will ensure your child’s bright future... and some others.

KEY MESSAGE

TONE OF VOICE

Provocatively calling for FAIR action.Inspiringly for joining the global mothers collective.Proudly for representing Polish hospitality and being a “Polish Mother”.

NOW› Existing database direct mailing & online banking platform› Social media viral (i.e. each mother can share how many children she fed this month)› Group buying viral mechanism (mothers urging mothers to join the product to increase the

interest rate)› Ambient and word of mouth communication

IN THE FUTURE› Potential to upgrade product to GE Capital global level using internal lobbying of GE

Women’s Network, GE Volunteers and Health Ahead initiatives

DELIVERABLES

KEY PERFORMANCE INDICATORS40.000 existing database10.000 New to Bank 300.000 € donations/year4 POS transactions /month on average

TIMELINEAug 14: concept approvalOct 14: system changes implementationNov 14: start of communication creationDec 14: round up mechanism testingJan 15: product launch + 3 month campaign launch in social media

BUDGET40.000 € for IT changes70.000 € for campaign

to design a new product’s brand manual

TASKS FOR AGENCY

INSPIRATIONS

to propose direct mailing and online product communication template

to build a member-gets-member platform for social media (Twitter & Facebook)

to visualize growing interest rate ‘clock’

to create communication strategy linking “Lioness for Lioness” and “Round up to ZERO. ZERO Hunger!”.

Round up to ZERO! ZERO Hunger!

24,12€ 25,00€

0,88€= 4 meals