Banca Progetto’s Conto Key is on air with Connexia’s new creative campaign

19 September 2023 – Banca Progetto, a digital bank that responds to the credit needs of SMEs and supports private individuals with personalised financial solutions, active in the Italian and international markets, has launched a campaign dedicated to the Conto Key (Key Account), its banking product for private customers.

The creative concept and communication strategy for the integrated campaign spanning TV, press, social media and digital channels were conceived by the team at Connexia, the marketing and communications brand from the MarTech company Retex.

Specialising in services for small and medium-sized Italian enterprises and private customers, Banca Progetto is focusing on the positioning and promotion of one of its main products: the Conto Key, an online current account earning interest with zero fixed fees, which can also be bundled with a savings account like the Conto Progetto.

With the Conto Key, Banca Progetto has set out to reach a diverse target market: people with medium and high incomes who care about investments and financial instruments linked to savings, and who would be interested in a personalised, innovative, smart and, most importantly, advantageous product. Connexia therefore proposed the following creative concept: in our everyday lives, we open the doors of our homes to strangers and all kinds of people, so why not open a safe and transparent current account offering many benefits? The tagline reads: “Conto Key. The account that unlocks advantages.”

On air until 24 September 2023, the 15-second TV advert is the final piece in an integrated multi-subject campaign across various print and digital channels (CairoRCS, Google and Meta platforms), planned by TSW and launched in July.

Banca Progetto’s range of savings products is vast and diverse, but the entry point should be easy to identify,”  observed Massimo Bondanza, Head of Customer Excellence at Banca Progetto. “Connexia has created a highly effective creative solution, in line with our brand’s values of transparency and innovation. This has allowed us to tell a story for savers that is interesting but also fun and modern.

“Two of the core aspects of the campaigns we worked on for Banca Progetto are simplicity and levity. Because when a savings product is clear and transparent, it is easy to showcase in a more creative way: a simple and incisive message with no fuss and a touch of humour, which does not typically pair well with the “serious” topic of savings.” explained Riccardo Catagnano, Executive Creative Director at Connexia.


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