BCC Castagneto Carducci

Your world, your bank… speaking the language of its local community once again

Zaki > Case studies > BCC Castagneto Carducci

BCC Castagneto Carducci

A strategic repositioning project that brought a cooperative bank closer to its people.

Skills
Content creation
Digital product design
Front/back end development
Integrated marketing
Marketing analysis

Services
Analysis and insight research
Experience strategy
Experience design
Content production
Product design
UX/UI design
Social Media Campaigns

Year
2018 - 2021

Website

A strategic repositioning project that brought a cooperative bank closer to its people.

In 2018, the Banca di Credito Cooperativo di Castagneto Carducci (now Castagneto Banca 1910) began the process of joining the Gruppo Bancario Cassa Centrale Banca, the eighth largest banking group in Italy. The Group’s national scope and industrial plan were combined with the intention of preserving the autonomy and operational freedom of local institutions until the necessary technological and strategic integration was completed.

With a forward-looking vision, the bank turned to Zaki to refine its strategic positioning and manage communication throughout the transition phase, while fully complying with the Group’s overall corporate guidelines. Our repositioning project, encapsulated in the payoff “Il tuo mondo, la tua banca”, involved a comprehensive overhaul of the marketing approach: from the website redesign to communication campaigns supporting brand awareness and brand perception, from display communication tools to online product marketing campaigns.

Website

The client

The Banca di Credito Cooperativo di Castagneto Carducci is a banking institution active since 1910, operating across four provinces — Livorno, Grosseto, Pisa, Lucca. Characterized by a strong bond with its local communities, it is committed to acting as a driving force for the regional economy, supporting families and businesses through a virtuous cycle that begins with the collection and management of savings, continues with investment in the local economy, and culminates in fostering growth and employment.

The challenge

The step change marked by BCC Castagneto Carducci joining the Gruppo Bancario Cassa Centrale Banca made it necessary to reposition the brand both in the perception of its many local target audiences (with a specific focus on the province of Livorno) and within the national banking landscape. On the one hand, families and businesses in the area needed reassurance that they would continue to be the bank’s primary audience; on the other, the decision to join the Group had to be framed as a strategic move in terms of growth, solidity and strategic strength.

Objectives

Improve the brand awareness and brand perception of BCC Castagneto Carducci.
Repackage and promote the product offering in line with the Group’s guidelines.

The solutions

Our standard analysis phase — focusing on the client, the local area in which it operates and the banking market — led us to a range of solutions that took shape across three key areas of intervention:

Website redesign: the development of a new website based on UX/UI design principles applied to the banking sector, with particular attention to young people and entrepreneurs, the two most relevant buyer personas for the client.
Content creation: both the website and the campaigns were preceded and supported by a significant photographic content production aimed at personally conveying the values and local proximity of this key player in the banking landscape.
Multi-subject institutional campaign: the launch of the new website and the growth of brand awareness were supported by a multi-channel institutional communication campaign. Rolled out through outdoor advertising and transit media, as well as social media and digital marketing campaigns, it helped consolidate the new strategic positioning. To reinforce the authenticity of the message, we chose minimally staged imagery capable of conveying a genuine sense of realism.
Product promotion campaigns: alongside the institutional campaign focused on the BCC Castagneto Carducci brand, we developed a series of vertical campaigns dedicated to the Bank’s specific activities, services and products supporting businesses and families, including mortgages, loans and insurance solutions.