Sufferings of Satisfied Users

Agency: McCann Zagreb;

Client: Raiffeisen banka

Award: Work has been listed in the Top25 works of the Adriatic region (BalCannes);

DESCRIPTION: The task of the agency was to devise a new communication platform that would start with an image campaign from which to develop product campaigns later on. Banks and banking services still predominantly evoke negative or neutral spontaneous associations: loans, interest, minus, waiting – these are the first associations that come to mind.

Personal experience is the main factor determining the perception of the RBA Bank – clients are satisfied with the bank's behavior and the business they perform, which is why they consider it very close to the ideal bank.

The question that arises is how to include existing clients and thank them for choosing RBA Bank, and to attract non-clients who have no personal experience with this bank, at the same time avoiding the tone of self-promotion and bragging that doesn’t fit with the banking category and the distrustful social context?

The answer was simple: the satisfaction of our clients speaks for itself! Raiffeisen Bank is a bank of satisfied clients! Still, it’s not easy to be a satisfied user. Other people see them as weird, as no one trusts them. That is why they are isolated and self-conscious. Still, they decide to say something that others are ashamed to say: We are satisfied users of the Raiffeisen Bank!

RESULT: Brand awareness of the bank after the image campaign rose by 160%, and the number of new credit card users rose by 74% in comparison to the period before the card campaign.


Director of Marketing and PR: Nikolina Bogati   
Chief Specialist for Marketing Communication, Raiffeisenbank: Lovorka Mifka
Specialists of Marketing Communication: Ines Koštek, Lucija Zvonar, Stanka Bajo Vukadin, Jelena Barišić Tihava
Chief Creative Director: Daniel Vuković
Creative Director: Goran Božić
Art Director: Sonja Zavacki Čepelak
Director of Client Service: Saša Ivan
Project Manager: Ines Kalinić
Head of DTP: Igor Poljanac
Strategic Planner: Petra Gajica