BCR Acasă Plus
Product Naming & Branding / TV Commercial
Dream Bigger: the launch of BCR Acasă Plus mortgage
Introducing BCR Acasă Plus: a groundbreaking financial product from Banca Comercială Română Chișinău, designed to revolutionize the traditional mortgage landscape in Moldova. Faced with the challenge of reshaping perceptions of home loans as hindrances to personal ambitions, we crafted a brand that empowers consumers to pursue all their dreams simultaneously. Through strategic naming, innovative branding, and a compelling TV campaign, BCR Acasă Plus redefines the possibilities of home ownership and financial freedom.
Branding Challenge
BCR Chișinău aimed to introduce an innovative financial product to the Moldovan market—a mortgage solution distinctively engineered to help consumers achieve multiple dreams concurrently. Traditional mortgage loans were often seen as a barrier, inhibiting the potential for pursuing multiple life goals. Our task was twofold: to establish compelling product naming and branding, and to conceive a campaign that would dismantle these limiting perceptions.
Brand Research
Insights revealed a common sentiment among consumers: traditional mortgages were perceived as constraints that stymied their ambitions. While a house was a significant milestone, it often came at the expense of other dreams. There was, however, a palpable demand for a financial product that could support a more holistic approach to living—enabling not just home ownership but also the simultaneous pursuit of diverse aspirations.
Brand Strategy & Naming
We aptly named the product "BCR Acasă Plus" to convey the idea that it was much more than a mortgage. The term “Acasă” (Home) with the added “Plus” indicated an all-encompassing solution that could enable individuals to achieve multiple dreams simultaneously. This strategic naming reinforced the product’s expansive potential.
Campaign Concept & TV COmmercial
To make an impactful statement, we devised a TV commercial that vividly illustrated how BCR Acasă Plus shattered the traditional mortgage constraints. The commercial portrayed the narrative of people fulfilling diverse aspirations—be it starting a business, traveling, or furthering education—while seamlessly repaying their mortgage. This underscored the product’s unique selling proposition: enabling consumers to pursue any dream concurrently with their mortgage repayment.
result
The launch of BCR Acasă Plus, bolstered by its aspirational TV campaign, resonated profoundly within the market. The naming, branding, and advertising campaign effectively recast mortgages from being seen as limiting factors to enablers of a multifaceted life. This shift in perception led to substantial consumer interest and adoption, as it clearly communicated the product’s ability to empower a broader, more ambitious lifestyle.
This project highlights our proficiency in human-centric branding. By addressing the core pain points of the consumers—transforming the idea of home loans from a limiting factor to a multifaceted enabler—and crafting an evocative narrative, we helped BCR Chișinău reset market expectations. The case of BCR Acasă Plus exemplifies our dedication to creating branding strategies that not only speak to market needs but also inspire and empower consumers to dream bigger.
This project highlights our proficiency in human-centric branding. By addressing the core pain points of the consumers—transforming the idea of home loans from a limiting factor to a multifaceted enabler—and crafting an evocative narrative, we helped BCR Chișinău reset market expectations. The case of BCR Acasă Plus exemplifies our dedication to creating branding strategies that not only speak to market needs but also inspire and empower consumers to dream bigger.
Product Branding Case Study — BCR Acasă+. Product Naming & Product Branding & TV Commercial
Project details
Client: Banca Comercială Română Chișinău
Branding & Concept: TARNOVSKI Branding Studio
Production: Damaskin Films
Media Agency: Indigo Group
Project Year: 2021
Country: Republic of Moldova
Client Industry:
Banking
Deliverables
- Consumer Research
- Product Naming
- Product Branding
- Campaign Concept
- TV Commercial
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