“Millions of opportunities and borders do not exist!
We discover greatness and support it!
We are OTP Bank and you were born for great things! ” – Jonila Janku, Director of Marketing Department
“Millions of opportunities and borders do not exist! We discover greatness and support it! We are OTP Bank and you, you were born for great things! ” This is the message conveyed by OTP Bank Albania in the corporate image campaign as a promise to the Albanian public, customers, employees, partners and associates. The feeling of filling a void had long since become a goal in itself. We are different, we always have been, today is the time to tell everyone! The change started with Brand Statement; “OTP Albania Bank is here to take care of you, to grow and share success together, thanks to our authentic expertise in our journey to the future!” Jonila Janku, Director of the Marketing Department at OTP Bank in this interview tells us about the process of defining the values and image of the Brand OTP Albania Bank for the entire Albanian public.
The corporate message of OTP Bank has recently been made public, with videos and other publications. Tell us a little about how this decision was reached and why exactly this message?
For almost a month we have become one with the Albanian public, serving our faith, our mission and what we represent today, but also what we promise for the future, through the corporate image communication campaign!
The truth is that this decision and this choice of our Bank came as a result of a long time of discussions and many market studies. Has worked with a team of professionals in various fields, such as market researchers and strategists, marketing agencies and brand management experts. It took a lot of time and a lot of dedication and coordination of all actors, inside and outside the bank, inside the OTP Group and outside it.
The secret lies in knowing the company and its customers well, as well as compliance and objectives. Being true to what we are today and what we want to be in the near future!
Our bank for years enjoys the reputation of a serious and stable banking institution and above all of the bank that has always served customers with dedication, maximum transparency, quickly and in the best benefit for the customer, but…. power, energy, synergy, potential, dedication, professionalism, corporate culture as a whole, was not recognized by the public and customers. This Bank enjoys a rare ability of cooperation within the institution and has a special dynamism, contrary to what is thought of the bank as an institution. The liveliness is very noticeable! Colleagues were our first inspiration!
What is noticeable, among other things, is the fact that Brand’s message to OTP Bank lies in very few sentences, in total. Is there anything you wanted to express beyond what has been said?
Very accurate! Nothing is accidental! We think and are even sure that in four sentences we have said everything we wanted to say. If you listen carefully to the lyrics of the chosen song, it represents us perfectly; ‘You’re looking at the chosen one!’ And beyond what could have been implied, we had no primary intention that the CHOOSE is OTP Albania Bank (although we actually believe this), but that call was for everyone the Albanian public. Whoever cooperates with our bank, or has in his plans to cooperate with us, we assure that he will be treated as the CHOICE. Our goal with creating and conveying the little film much loved by us, was essentially conveying our mentality, our emotions and our beliefs. Creating a positive and very optimistic and absolutely motivating feeling!
The courage to make a difference! The belief that each one of us is enough to be supported and seen in us our best version and definitely any of us can do great, wonderful things!
What are the plans of the Marketing Department for the realization of new advertising spots, do you have a plan, a time schedule of their issuance and transmission?
At the moment I am just saying that the work on conceiving the innovations of the year has started. We said “continues….” at the end of the spot, and we will continue! We will have campaigns for our products, among which two will be brand new and in line with the line we have chosen. We started the change! Who can stop us… ?!