Full service retail bank KBC has launched its new ‘You Be You, We’ll Be Your Bank’ campaign, with a little help from Gloria Gaynor.
Global music agency MassiveMusic teamed up with communications agency KK Outlet to license the iconic Gaynor track, ‘I Am What I Am’. Elevating the campaign, the track captures the Irish bank’s positivity, while its sentiment is a fitting nod to the nation successfully overcoming the financial crisis.
The campaign consists of TV, OOH, print and digital assets, and launches with two films that were shot across four days and 12 locations in and around Dublin, including the iconic Grand Canal Plaza and picturesque Dollymount Strand.
The first film is a 60” celebration of Ireland’s workforce, promoting the bank’s current account, and the second showcasing is a 40” film depicting the individuality of KBC’s mortgage owners through their homes.
Tim Preston, Producer at MassiveMusic, comments: “When KK Outlet approached us they already had the track in mind, so it was up to us to figure out how we could best apply it to the campaign. It captures the essence of the bank perfectly and extends its ‘Bank of You’ theme, so successfully negotiating the track’s licensing was integral to the project.”
Tim Preston adds: “It’s been great working with KK Outlet. We have a great relationship with their parent agency KesselsKramer, with both our London and Amsterdam offices working with the team on numerous projects, including a previous KBC campaign.”
Continuing KBC’s successful ‘Bank of You’ theme, the campaign serves to remind its customers that whether they’re buying their first home, starting a new job, saving for a rainy day or heading off to college, the bank is there to help them along the way.
The long-term campaign has proved a success to date, resulting in significant growth in KBC’s customer base. Having evolved from mortgage and savings into a full service retail bank, KBC has established itself as the premier challenger to the Irish financial establishment.