V+O

Case Studies

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Challenge
Overcome traditional trading services, offered by securities companies. Overcome the skeptical attitude toward e-trading services. Launch Saxo Bank in the midst of a very crucial national elections period Low-to-zero awareness of Saxo Bank’s brand and size in Greece. Low penetration of online trading and investments in Greece. Significant problems faced by domestic banks, due to the world credit crisis and the adverse economic conditions in Greece, along with the damaged image and credibility worldwide. Pre-determined time of the office launch in Athens, allowed for just one week to complete the necessary preparations for the communication activities
Idea
The PR objectives set, involved the increase of awareness around the Saxo Bank brand, the communication of its business plans and prospects, and the strengthening of its image as a trading and investment specialist. The communication strategy developed, focused on utilizing the media as the key vehicle to promote and establish Saxo Bank in Greece. The actions implemented included: a) Launching Press Conference b)Regular Meetings with journalists covering the financial sector, in the form of Press Conferences and Seminars for Saxo Bank’s trading platforms;
Idea
c) Regular Media feeding with Saxo Bank’s corporate and product/services-related news; d) Distribution of financial analyses of Saxo’s Strategy & Research Team; f) Interviews and executives’ opinion articles, regarding Saxo Bank’s operation and prospects as well as the future of online trading in Greece
Results
In a period of 7 months, Saxo Bank’s publicity boomed from virtually zero to 216 publications in the print and online Press (financial and political newspapers, business magazines, news sites), as well as 2 TV mentions. Saxo Bank’s news were very well received by the Press, despite an overall adverse attitude toward financial institutions. Most importantly, within a short period of time, Saxo Bank’s analyses became reference points whereas Saxo Bank’s executives were pursued as regular commentators
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Saxo Bank, a leading provider of online investment solutions, within the framework of its international expansion decided to establish an office in Greece. Saxo Bank asked V+O to support the launch and handle its overall communication ever since. The campaign was included in the 2010 Sabre Awards shortlist