How? By speaking the same language. Literally, the same language!

There are about 15,000 words in Romanian that have the same meaning and almost same spelling as in French, so... we’ve played with them and created poetry (featured in print, outdoor, posters in the bank). On radio, we broadcasted the French words on the left channel and their Romanian equivalent on the right channel, then stereo the conclusion about the team spirit.

The idea was gladly embraced, becoming a most debated topic for a few days on social media, press, online publications, generating about 100,000E of PR.

French officials picked up the subject and also created their own pieces of French – Romanian poetry. Classes in French – Romanian were held in some universities as well.

Likability, “close to Romanians” and “friendly bank” indicators scored visible improvements after the campaign.