Brand Tracker

Welcome to the automated Brand Tracker diaries.

Austria

Stand on Hands as a Lesson in Confidence in Erste’s Ad

Brand: Erste

Campaign: Believe in Yourself

Source: https://www.media-marketing.com/vijesti/stoj-na-rukama-kao-lekcija-iz-samopouzdanja-u-ersteovoj-reklami/

Goal: Encourage people to actively shape their financial future

Claim: Believe in Yourself

Media: Television

Summary: The campaign features a girl trying to master a handstand, symbolizing how confidence grows through perseverance. It connects personal goals with financial planning, emphasizing that starting is just the first step, and progress requires patience and commitment. The narrative is enhanced by the song 'I Am What I Am' from the musical La Cage aux Folles, underscoring self-confidence and the courage to follow one's own path. The ad initially targeted Erste Bank Polska and is now being shown in Austria and the Czech Republic, with plans to expand to additional markets by 2027.

Japan

75% Uncertain About Elderly Care Costs, Yet Only 6% Consult Experts – Manulife Life Insurance Launches Brand Campaign

Brand: Manulife Life Insurance

Campaign: #OpenTheMoneyTalk

Source: https://www.advertimes.com/20261005/article559815/

Goal: Encourage open discussions about money and financial planning

Media: Transport advertising, digital ads, videos, YouTube, Amazon Prime Video, TVer

Summary: Manulife Life Insurance launched a new brand campaign on October 5, 2023, aiming to lower psychological barriers to discussing finances and promoting awareness of future living and economic preparedness. The campaign encourages conversations about personal values and aspirations, rather than focusing solely on financial products. As part of this initiative, the company highlights the concept of 'wealth span,' advocating for the extension of both health and financial longevity in life. The campaign runs until December 15 and utilizes various media channels for outreach.

financial planning open discussion wealth span

Austria

Believe in yourself: Erste Bank connects handstand training with future planning

Brand: Erste Bank

Campaign: Believe in Yourself

Source: https://www.horizont.net/marketing/nachrichten/glaub-an-dich-erste-bank-verbindet-den-weg-zum-handstand-mit-der-zukunftsvorsorge-236088

Goal: Promote financial future planning

Claim: Believe in yourself

Summary: Erste Bank is launching a unique campaign that combines training for a handstand with financial future planning, encouraging individuals to believe in themselves while highlighting the importance of future security.

financial planning self-improvement

Portugal

Do you know the 50/30/20 rule? Cetelem wants to help families manage their budget

Brand: Cetelem

Campaign: 50/30/20 Budget Management Guidance

Source: https://www.imagensdemarca.pt/artigo/conhece-a-regra-503020-cetelem-quer-ajudar-as-familias-a-gerir-o-orcamento/

Goal: To help families manage their household budget

Media: Newsletter

Summary: Cetelem has gathered a set of recommendations to assist the Portuguese in managing their household budget, advocating for the 50/30/20 rule to balance expenses, leisure, and savings. This initiative comes at a time when inflation shows signs of slowing down, but many families continue to feel financial pressure. The brand emphasizes the importance of financial planning and responsible management of household budgets.

Cetelem financial planning household budget Portugal