MeDirect is an online investment bank. They have no entry, exit or transaction fees. This makes them pretty different from their competitors.
Duval Union Innovative Marketing and Profacts started working on the positioning of the brand through concept clinics and quantitative analysis, based on one important question: what makes consumers become a customer of an online bank? The answer: no entry costs, no exit costs, no transaction costs.
iendship translated these conclusions into a fun campaign: ‘The tram with no entry or exit fees.’ The campaign was supported online, through social, and with a TV-campaign.
The results: twice as many consumers than during the most successful campaign the brand ever had chose to open a MeDirect-account.