Gerard Depardieu stars in a new campaign of Polish bank
BZ WBK is the fourth biggest retail bank in Poland with over 1.5 million clients and over 500 branches. Since 2008 this bank, owned by Irish AIB Group, follows a strategy of hiring foreign celebrities (mailny actors) to front its major advertising campaigns.
These efforts seem to be BZ WBK’s attempt to surpass the highly successful celebrity strategy of its main local rival ING Bank Slaski which successfully grew upon long-lasting celebrity endorsement of Polish actor Marek Kondrat. It all started with a breakthrough appearance of John Cleese in BZ WBK’s campaign of consumer loans back in the beginning of 2008.
It was followed with a campaign which featured Leo Beenhakker, the coach of Polish National football team at that time. That campaign launched a new bank account called Wydajesz & Zarabiasz [Spend & Earn Account] which was a first bank account in Poland with 1% money-back for card transactions.
The Leo Beenhakker-campaign went totally astray as the Polish football team didn’t achieve any success at the Euro Championships 2008 and the coach was blamed for the poor performance. Thus the famous qoute from BZ WBK’s commercial: Leo, why? / For Money! got an unexpected meaning.
In 2009 BZ WBK hired Hollywood comedian Danny DeVito to front its big Spring campaign of a deposit lottery. Unfortunatelly all of the TV spots with DeVito have been removed from Internet, probably due to the restrictions of DeVito’s contract.
Now BZ WBK decided to revamp the Spend & Earn Account with a new promotion and another celebrity-driven campaign. This time it’s the French actor Gerard Depardieu that is forced to talk Polish in BZ WBK’s commercial. Depardieu is teaching the bank’s employees how to give 100 zlotys to their clients in the new promotion.
There are some more TV spots with Depardieu to follow. The campaign was created by GPD Advertising, a local Polish ad agency. All new clients who decide to open the Spend & Earn Account shall receive 100 PLN, but they have to transfer at least 1000 PLN to the acount per month.