BCR, owned by the leading financial group in Central and Eastern Europe – Erste Group - required a PR campaign that should reflect the core mission stated in 1819 by its founders: 'We are not a foundation owned by a bank. We are a foundation that owns a bank.' 190 years later, the biggest challenge for BCR was to create a proper consumer response to the financial crisis.

The objective of this campaign was to build a knowledgeable class of consumers that, irrespective of any economic condition, should be able to achieve their personal plans and dreams.

We created 'Money School' as a peer-to-peer contest and online community where people could learn and earn from the most credible sources: other people like them. We introduced a new currency – the Super Lion (the Lion is the national currency) - which is the money one saves to buy a dream. We celebrated the first 'National Day without Unnecessary Expenses' and we made people aware of their own power to control their financial welfare. At the end of this challenge, the 'Super Lion' was declared one of the most important economic personalities that changed the evolution of 2009 in our country, while 'Money School' built brand equity for BCR during financial crisis.

1. Teasing – one week ahead, we launched a reversed 'Manifesto' on youtube.com showing 'how to get broke in 10 steps'.2. Application period – on October 14, we started a 2 week blogger competition to buy an impossible object with Super Lions. The resulting conversation was released on 4,000 screens in supermarkets and shopping malls, generating School applications.

3. 'Pocket of the year' contest – for 6 weeks, the Headmaster held classes about money and organized 2 exams on a social media platform (www.scoaladebani.ro) that we created to allow people share, learn and earn as teams. Applicants had their own online election campaign, increasing project exposure.

4. 'A national day without unnecessary expenses' – on November 11, we developed a 24-hour campaign, after applicants requested to engage the entire nation into this project.

5. The 'Pocket of the Year' was won by a young couple on December 17, 2009.

Engagement:- 17,422 applicants (8,711 teams) applied to the Money School (a 74% over achievement); 80% of users belong to 20-40 y.o. population.

- 85% consider they became more responsible with money (compared to planned 30%)- 84% consider Money School was useful and very useful (compared to planned 50%) - More than 7,000 online comments were generated in 6 weeks.Reach:- 300,074 unique visitors on the web site during the 6 weeks of campaign (compared to planned 150,000) according to Google Analytics- 71 articles and 49 blog posts- 1,490,000 Google search results 25% of the 20-60 y.o. population link Money School with BCR (compared to planned 10%). The Super Lion entered the top of the economic personalities that changed 2009, according to number 1 business weekly in our country, while Money School was awarded the online campaign of the year by a jury of business leaders.