BFA Group rebranding: advertising campaign

CONTEXT

In 2007 Industrial Construction Bank Asset Management Company, the leader of Saint-Petersburg market, joined BFA Group (Baltic Finance Agency) and was renamed to BFA AM. The business strategy of the Group implies promotion of innovation retail products and retargeting to the unified customer service centers.

OBJECTIVE

Renew the brand of BFA Group and create a communication strategy and a series of advertising campaigns. Develop the ICB AM rebranding strategy targeted that will allow communicating the advantages of merging the company with BFA Group to the existing clients.

SOLUTION

Rebranding was performed jointly with Moscow partner Practica. The strategy of the new brand is based on the idea of a revolutionary new approach to the usage of common financial instruments: today the requirement of high quality investment is the daily systematic work on capital accumulation. The slogan communicating the idea is "Everyday life of millions". All communications of the brand are based on the common principle: all actions of the company are governed by the straight laws of money life, and it is a secret of efficiency of BFA's decisions.