To develop a relevant positioning for the target 'Now you count' target and devise a multimedia campaign: television, print, direct mail, maildrops, teletext, radio, in order to check out which is the most cost-effective. To adapt the creativity to the different targets and their different needs (housewives, students, the elderly, … ).

It wound up being the bank with the fastest-growing client base over the year, not only in outright numbers but in terms of lead conversion. With the check on the different costs per response and the quality of the prospects, the campaign contributed substantially to this year’s strategic planning.