Understanding when people want to do things on their own and when they look for someone to rely on: this is the starting point of WEGO’s work for Banca Sella. The institution chooses the independent creative agency to support it in its digital communication strategy and creativity, in a journey that kicks off with the Conto Sella Start campaign.
The assignment for Banca Sella expands WEGO’s work within the Sella universe, where the agency already supports HYPE in social and content strategy. To identify the direction of the project, the team crossed the analysis of the competitive landscape with the reading of financial needs, and the point that emerged is concrete: the same person can look for the speed of the app for a payment and a consultation with an advisor for an important choice. It is on this variety of needs that WEGO built the story.
Conto Sella Start is the first campaign of an ongoing collaboration, which sees WEGO supporting Banca Sella in the strategic and creative development of its communication. Guiding the project is the statement “La nostra banca. A modo tuo.” (“Our bank. Your way.“), which translates into the claim “Si chiama Conto Sella Start perché il punto di partenza sei tu.” (“It’s called Conto Sella Start because the starting point is you.“) The product name thus becomes the link between people’s different beginnings and their entry into the Sella world.
WEGO then modulated the campaign’s language according to awareness and consideration objectives. In awareness content, work on rhythm, imagery, and sound makes the idea recognizable; in consideration content, the hierarchy of messages brings the account’s benefits and the invitation to discover them to the forefront. Strategy thus accompanies every adaptation, giving a precise function to each piece of content.
«Strategy must help us choose, down to the detail of an execution. With Banca Sella we started from the different ways people seek autonomy, support, and expertise. From there we built an idea where every choice contributes to making the bank’s role clear», comments Tomas De Zanetti, CEO of WEGO.
«With Conto Sella Start we wanted to convey the simplicity of the digital experience together with the value of the relationship with Banca Sella. The work with WEGO gave this combination a form close to people’s daily lives, showing how the account can be the starting point of a relationship that accompanies different needs», states Enrica Sut, Head of Digital Marketing at Banca Sella.
With this assignment, WEGO expands its experience in banking, bringing together context analysis and creative development. A work in which the way the product is communicated makes the brand’s way of being recognizable.