1. Eva Bosch
Olga Casacuberta
Ivet Magem
Clàudia Terns

2. 1924
more than 86 million
clients in Europe
401 subsidiaries

3. Million CLIENTS
90
80
70
60
50
40 CLIENTS
30
20
10
0
1924 1944 1964 1984 2004 2011 Years

4. Million
Years

6. The FingerCard will replace the credit and
debit cards.

8. INITIAL BRAINSTORMING
• A feature for a car
• A feature for the housewives
• A transparent toaster
• A digital rubbish bin
• A financial product safer FINGERCARD

9. MARKET RESEARCH
o Panel surveys
o Study in our bank
Cancellations of cards
5.400
5.200
5.000
4.800
4.600
4.400
4.200
4.000 Years
1960 1970 1980 2000 2011

10. PRESS RELEASE

11. GIVEAWAYS

12. SOCIALIZING ACTS
• Presentation of the product: international
financial world fair (Paris)
• Cocktail in Barcelona
• Dinner with most popular establishments
• Others fairs:
Luxembourg fair, Londinnovative, Madrid por la inovación, Berlin
F.P and Austria’s international fair.
SPONSORS: Apple + the 10th Annual Pan-European Retail
Banking Conference (London)

13. MARKETING PLAN
Marketing mix
Product Place
- Europe
- Direct distribution
- Intensive distributions
strategy
Price Promotion
- Establishments 30€/year + - 500 first
commissions establishments: 3
- Minimum 4.000€ years free
- Direct sales

14. AD CAMPAIGN
Creative agency
Media agency
Presentation of the ad, logo and
its catchy slogan

15. CREATIVE AGENCY
o Innovative products/useful methods
fingercard
showing symbols how it is used?

16. MEDIA AGENCY
• CD and pen drive.
• Target market from 18 years on.
• Most attractive channels:
Spain: telecinco (14%), tv3 (15% in Catalonia), antena 3 (13%).
France: La cinq (13%), Paris Premerie (12%) and Planete+ (10%)
Italy: Rai 1 (21%), Canale 5 (19%) and Rai 3 (9%).
England: BBC (25%), ITV (10%) and Channel 4 (9%).
Luxembourg: RTL group (15%), Pal (11%) and Secam (8%).
Switzerland: TSR (14%) and Sat1 (13%).
Deutch: RTL 5 (19%) and Nederland 2 (11%).
Austria: ORF 1 (12%) and 3 sat (10%).
Poland: Polsat (23%) and Tele 5 (12%).
Portugal: RTP 1 (17%) and SIC (15%).
Norway: TVNorge (18%) and NRK3 (14%).
Finland: Nelonen Perhe (22%) and YLE (15%).
Sweden: SVT 1 (16%) and TV4 (9%).

17. MEDIA AGENCY
Innobank radio ad Internet ad
- 8 seconds - 24 seconds
- 120€/ad - 0.25€/click
Fingercard radio ad TV ad
- 36 seconds - During midday news
- 400€/ad - 10.000€/ad
Press ad
- 7.000€/ad  working days
- 8.000€/ad  weekend editions
Total profits: 4.500.000.000€
Invested in ad campaign: 900.000.000€

19. INNOBANK LOGO

20. INNOBANK LOGO

21. INNOBANK LOGO

22. INNOBANK SLOGAN
“Keep your money IN”

23. FINGERCARD LOGO AND SLOGAN

24. ADS

25. RADIO AD
INNOBANK AD
FINGERCARD AD

26. INTERNET AD

27. PRESS AD

28. AIDA MODEL
In order to catch the public’s attention...
3 situations:
• a pickpocket thefting somebody's wallet with money and credit
cards
• a girl losing the notes
• a girl losing her credit cards while opening her wallet.
o Showing the advantages of the FingerCard
“do not let it happen to you”, “avoid it!” and “forget it!”.
o The ad causes a desire of commodity“only your finger to pay”.
o Catchy slogan + Innobank and FingerCards' logo.
“Innobank, keep your money IN”

29. TV AD