Analysis of the Banca Mediolanum commercial on TV in May

Analysis of the Banca Mediolanum commercial aired in May

Is a company’s strategy an idea or careful planning?

In this article I report a brief analysis regarding the Mediolanum commercial aired in May 2019. Basically, I would have made the speach slightly differently, to transfer design values and concreteness.

I would like to point out that, this analysis, stems from my own reflection. I do not know the strategy behind the commercial and the communication style that Banca Mediolanum wanted to convey.

I start as always with the transcript of the speach.

Many years ago a client said to my father: I am not only giving you my savings, but my life, because I cannot afford the luxury of getting sick.

Thus was born the idea of a bank that takes care not only of savings but also of people.

Your family banker supported by our experts, knows what you need to protect you, your home and your future.

We at Mediolanum have always known and protected you.

Banca Mediolanum built around you.

Starring in the commercial is Massimo Doris, CEO of Banca Mediolanum, son of the historic founder Ennio Doris.

The commercial is definitely well constructed. From all points of view: direction, content, values, narrative.

But seeing it again and again on TV, I always had the perception of something that, in my opinion, was not so “winning.”

I am referring to the first part of the video:

Many years ago a client said to my father: I am not only giving you my savings, but my life, because I cannot afford the luxury of getting sick.

Thus was born the idea of a bank that takes care not only of savings but also of people.

The video shows a craftsman at work. A craftsman who “cannot afford to get sick.”

In my opinion this intro jars with “This is how the ideawas born…..”

Basically, Mediolanum was created to meet the needs of all those people who could not afford to lose their savings.

So they needed a solid and safe bank.

Translating the concept into markettarian terms: a product/service, i.e., the bank, was created that precisely met the needs of the potential target audience.

Now the creation of such a complex product/service as a bank, in my opinion, cannot come from an idea.

It is born out of in-depth analysis, feasibility studies, and comprehensive design. To respond concretely to market needs.

Personally, I would have implemented the speach in this way:

Many years ago a client said to my father: I am not only giving you my savings, but my life, because I cannot afford the luxury of getting sick.

And that is how we designed and realized the bank of the future. The bank that takes care not only of savings but also of people.

Going into detail, and analyzing the sentence, “And this is how we designed and implemented the bank of the future,” we canextract the individual values:

“…designed…”:emphasizes that Banca Mediolanum was born from a great deal of hard work, concrete and responsible. It was designed, as is the case with houses, with a solid foundation, to withstand any event.

“…realized…”:it means that it was not just an idea…. but that the bank after being designed was realized.

“…the bank of the future“: it means that in order to secure your savings, we have also thought of and provided for all the unforeseen events of the future. Nothing has been left to chance.

I would love to have your opinion as well, please leave your comment.

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