Launch of a savings account acquisition campaign, based on two different ways of considering savings.

Campaign objectives: recruit new client and find marketing leverage (active or passive).Active people were already convinced by the product, feeling comfortable with earning money and generally only interested in the best financial offer.Key focus: the rate. Passive people, always looking for a good reason to delay a savings account opening and taking care of their money.Key focus: simplicity and rapidity to open on the InternetFrench media plan: men and women, AB, living in Paris or big cities, who read financial newspapers.