CA Italia's latest communication campaign

Savings and how to protect them are very important subjects for Italians. CA Italia wants to use this campaign to reassure its customers and highlight:

• its robustness,
• the fact that it belongs to a major Group,
• CA's expertise and skills as Europe's top asset manager and top bancassurer,
• that it has specialised, dedicated advisors to help customers choose sustainable investments

Note that this is the first time that Crédit Agricole Italia has launched a savings-related advertising campaign. 

The Italians and their savings

Saving remains one of the top goals for Italians, especially to protect themselves from the unexpected. Their choices show they favour safe investments. According to a survey*, Italians prefer to be advised on financial investment matters, and count on banks and advisors to manage their investments.
This is why Crédit Agricole Italia is once again speaking to them, positioning itself as their solid, highly-competent partner, able to provide concrete answers to its customers' needs and to help them in choose the right investments. 

A three-prong campaign

• A 15-second TV spot highlighting both Crédit Agricole Italia's robustness and the presence of experts dedicated to managing savings, so the customer can make informed investment decisions; 
• Showing, on TV's "Che tempo che fa" programme, Crédit Agricole and its advisors listening to the customer, taking the time to make sure they understand their need and goals; 
• An on-line campaign to emphasise the specialist credentials of its financial and private banking advisors.

The usual communication channels also supplement the campaign's TV, web and social media coverage. In addition, some materials were prepared to support customer-facing employees – administrators, financial advisors, etc – including: - the "volatile and emotional markets" booklet, designed to provide answers to customers' most frequent questions and worries, and - the network handbook to support the campaign's launch and help the employees with their customer relations.

* Source: Institut Einaudi, Synoptic GFK