Banking mornings of poetry

Addiko Bank advocates for clear, simple and straightforward banking, therefore its communication needs to be clear and understandable to everyone. Although the banking terms are like poetry to bankers, they are incomprehensible for the majority of people.
The campaign started with teaser ads featuring typical banking jargon, and asked the public if they have an ear for banking poetry. In response, people even wrote their own banking poetry on the Facebook page “Mornings of banking poetry”.
In the reveal phase some of the incomprehensible terms were explained and the slogan was introduced in the form of an easily understandable mathematical formula.