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?
The solution:
- Bauer PR conceived, wrote and placed a 20-part interview series “formulas of success” in the country’s 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.
The success:
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 people’s success with “The bank for success”.
Client:
Bank Austria
Formulas for success/Kronen Zeitung (Pdf-Download)
Kurt Mann,
Baker's Mann
Goalkeeper
Interviews O-Tone
(MP3-Download)
Markus Brier, Golfer
Thomas Klein, Almdudler