Formulas for success
How does one put real, for the client comprehensible life into the slogan Bank Austria ? The Bank for Success , thus strengthening the success-image of the bank in spite of several mergers and falling stock prices?
- Bauer PR conceived, wrote and placed a 20-part interview series formulas of success in the countrys largest mass medium Kronen-Zeitung: prominent Austrians give away their personal formula for success.
- The Success homepage of Bank Austria www.erfolgsrezepte.ba-ca.com carries all interviews for downloads, including sound podcasts.
An investigation of the market research institute Sensor with 100 representative readers found ? as compared to many advertising campaigns ? enormously high recall, sympathy and identification values:
- 55 percent of readers of the economic section read the success formula interviews. Reason: the journalistic presentation was not felt to be advertising. Therefore the interview were read weekly by 550.000 people!
- 88 percent had a positive recollection of the series.
The presentation of successful people resulted in an overwhelming reader identification of these peoples success with The bank for success.