Raiffeisenbank launches a new series of TV spots as part of the Samozřejmě concept

"In our long-term communication we rely on the principle of certainty - we believe that the bank's products and services should make life easier for clients. That's why this year we continue to develop the concept of Certainly and within it we are introducing a lot of gadgets and practical functions of our mobile application. It allows clients to manage their accounts in a simple and clear way and offers features that make it easy for them to manage their finances from the comfort of their home or wherever they are," says Michaela Kuželová, Head of Marketing Communication, Raiffeisenbank.

Filming at eight locations took four days and involved a total of twelve actors in the main roles and two pets. In total, seven TV spots were created, one for Raiffeisen Stavební spořitelna, the Rekopůjčka product, another for the Minute Loan, an investment app and various useful features such as bank identity, quick payment using a phone number or the ability to block card payments at selected online retailers in the app. The last three mentioned were deployed on TV in February, gradually complemented during February and March by two more spots dedicated to in-app investing and the Solar Panel Loan. The remaining spots will be put on air during 2024.

Similarly to last year, the key element in the spots is humour - spots feature light-hearted, funny situations from everyday life, which have one thing in common: the heroes appreciate quick and uncomplicated online access to banking services. "We didn't want to pander to the viewer with crackling humour, we don't need them to burst out laughing. It's enough if they smile while observing a situation that they know well from their everyday life and that directly relates to the use of Raiffeisenbank services," says Richard Kolbe, senior copywriter at Ogilvy.

Photography for key visuals was also created during the shoot. A new element in the communication is the yellow arrows, which graphically accentuate the benefit received by clients. In addition to the TV spots, video platform bumpers and a set of display banners were also produced for the online campaign. New posters and visuals will also appear on branches and outdoor areas.

Campaign credits

Creative concept: Ogilvy

Digital Media: Publicis Groupe

Production: Creative Embassy

Copywriting: Tomáš Belko, Richard Kolbe

Art: Lucie Žďánská

Strategy: Kim Hofmanová

Account Management: Kristina Zbirovská, Lucie Směšná

Directors: Jindřich Malík and Tomáš Brožek (Mugshots)

Photographer: Matúš Tóth