NBG Senior Informative Campaign

The request

The Covid-19 outbreak has made e-banking a necessity, as going to the bank is no longer the safest option. National Bank of Greece, the bank senior citizens traditionally bank with, has the responsibility to make e-banking accessible, easy and appealing, so that senior citizens are not only facilitated, but also protected.

The challenge

Elder people see e-banking as a daunting and challenging procedure. And although NBG’s e-banking platform is very easy and user-friendly, elder people don’t know how to get started or lack the self confidence to get involved.

At the same time, during the Covid-19 quarantine, no physical contact, big or small crew film shootings were allowed, especially since senior citizens were involved. Instead, everything should be designed and executed remotely.

The insight

Older age people need a friendly and appealing communication to start using NBG’s e-banking services. Some are completely out of touch with technology and probably find this new reality extremely difficult. Others, have some minimum online activity, and are therefore more open to learn. Nevertheless, they all need help and mostly, they need some sort of personal interaction, someone to take them by the hand and show them how to actually do a transaction. This is a call for someone who is well loved and popular, who can explain through examples to an older folk how to bank remotely, without having to step out of the house.

The campaign

We created a series of tutorial videos, each of which thoroughly explaining how to perform a transaction. The person we picked for the job, is much loved and dear actress Smaragda Karidi. It is her who in a friendly and loving manner explains one-to-one to elder folks how to order a credit card, transfer money and pay bills online.

Our influencer and the elderly meet online and through screen sharing and web cams go step by step through the procedures. The videos, featuring the message “NBG. Everyone’s protection is a National responsibility”, tackle the following:

• Inform people that there is nothing they can’t do from home when it comes to transactions, online shopping, balance checks or bill payments

• Demonstrate, through examples, how easy it is!

• Encourage them to stay home. The National Bank, as stated above, has a national responsibility to support the national #stayhome campaign ran by the state at the same time.

All shootings were done without any contact. Special equipment, including preset laptops, web cams, microphones, special one-click lights, were all sterilized and sent to every participant as to ensure the best possible quality. Our film director oversaw and directed the shooting online. All crew-members were online to make sure all technical aspects ran smoothly. For every tutorial video we used 7 different video sources. A team of twelve people worked the post-production on a veeery tight deadline, adding all the extra effects to make the tutorials as clear and friendly as possible.

The videos ran in NBG’s own media (website and social media) and youtube. The online campaign was supported by a CTA video that ran on TV, introducing the service and inviting people to watch the videos.

In addition, a full-scale print and digital campaign was put in place, with animated videos, banners, content posts and influencer posts, featuring Smaragda Karidi.

Enjoy full Tutorial Video: https://youtu.be/oMPG36a2KX8

Enjoy full Tutorial Video: https://youtu.be/40PilXn24CM

Enjoy full Tutorial Video: https://youtu.be/gMbdTV86mmI

Enjoy full Tutorial Video: https://youtu.be/weniRg3B2tk

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