Over the past six years, the BCI has communicated through two major corporate campaigns entitled “We believe in your moment” and “My Island, my Bank” respectively. As a reminder, a corporate communications campaign is a strategic tool, essential for reinforcing an institution’s image, reputation and brand awareness, by creating an emotional connection with stakeholders and positively influencing perceptions and behaviors.
On the occasion of the new “CAP 25” strategic plan, and in order to be in line with the vision it is defending and the major projects it is carrying out, the BCI wanted to renew its communication to the New Caledonian public via a unique catchphrase:
“Tomorrow belongs to you”.
It brings a positive vision of the future, and suggests that everyone can contribute to a better future. It encourages autonomy, responsibility, and personal initiative, emphasizing that everyone is the master of his or her own destiny. It also encourages inclusion, diversity and equal opportunity, emphasizing that everyone has the right and the opportunity to play an active part in shaping the future. Finally, it encourages individuals to believe in their potential and to engage in positive actions, which will have a beneficial impact both on their personal lives and on society as a whole.
The new message has been translated into several visuals and a 30-second advertising film. A launch campaign on a wide range of media (agency storefronts, mail signatures, digital banners, ticket machines, web, billboards, airport, television, cinema, YouTube, press, social networks, etc.) is currently raising awareness of this editorial line, which will support the BCI’s new reputation over the long term.
Watch the advertising film for this campaign on YouTube :