A bank that is trustworthy,
but also commanding and masculine
This project was carried out in Poland. 40 people took part in this study.
The advertisement has an emotional engagement that is above the benchmark score. It inspires positive reactions, mainly joy, together with slight levels of surprise and anger. Low levels of surprise and anger occur in moments of sudden changes in scenes – a typical response that signifies the processing of new data.
However, the joy drops significantly in two scenes. In these same scenes, the anger level grows rapidly as well. This happens during:
- the close-up on the face of the archer, when we see the anger in his face – in this case, the viewer mimics, or mirrors the actor’s emotion – the viewer begins to feel what the actor does.
- during the statement “this is what it will be like if you switch to BGZ BNP PARIBAS”. This statement is in conflict with what Robin Hood had said before, which was: “Starting today, your account is free. Unconditionally”. The word “unconditionally” is inconsistent with the condition mentioned later “if you switch to BGZ BNP PARIBAS”. Respondents react with discontent and anger to that. “You can do it online” does not soften up the condition laid out before. The example of this advertisement shows how important the choice of words is for an advertisement. Placing the words “unconditionally” and “if” one after another can negatively impact the response.
The joy is high once again when the packshot appears – respondents like the offer’s summary. The joy drops only at the end of the spot, where the summary of the offer is presented in the form of “fine print” – such scenes usually cause concern in viewers regarding “catches” in the offer.
An analysis of the image of BGZ BNP PARIBAS before and after viewing the advert showed its impact on the perception of the Bank. After seeing the ad, respondents felt that the brand is more interesting, friendly, with character, but also more aggressive than before seeing the ad. The spot also reinforced the implicit attitudes of respondents in such fields as: robust brand, has character, commanding, trustworthy, and a brand only for men – this is indicated by the increased confidence in which respondents provided answers, namely the fact that they gave these answers faster.
One needs to consider whether reinforcing the above image areas corresponds with the brand positioning. On one hand, by inspiring positive emotions, the bank appears friendly, interesting and trustworthy. However, on the other hand, by using the character of a strong, rather aggressive Robin Hood, it reinforces such image areas as masculinity, robustness, commanding nature and aggressiveness.
MOVIE 1: Emotional response in a group of women
Advertising of personal account
FIGURE 1: The impact of advertising on the bank image
Average results of the bank's image before and after viewing the ad.
This project was carried out in Poland. 40 people took part in this study.
The advertisement has an emotional engagement that is above the benchmark score. It inspires positive reactions, mainly joy, together with slight levels of surprise and anger. Low levels of surprise and anger occur in moments of sudden changes in scenes – a typical response that signifies the processing of new data.
However, the joy drops significantly in two scenes. In these same scenes, the anger level grows rapidly as well. This happens during:
- the close-up on the face of the archer, when we see the anger in his face – in this case, the viewer mimics, or mirrors the actor’s emotion – the viewer begins to feel what the actor does.
- during the statement “this is what it will be like if you switch to BGZ BNP PARIBAS”. This statement is in conflict with what Robin Hood had said before, which was: “Starting today, your account is free. Unconditionally”. The word “unconditionally” is inconsistent with the condition mentioned later “if you switch to BGZ BNP PARIBAS”. Respondents react with discontent and anger to that. “You can do it online” does not soften up the condition laid out before. The example of this advertisement shows how important the choice of words is for an advertisement. Placing the words “unconditionally” and “if” one after another can negatively impact the response.
The joy is high once again when the packshot appears – respondents like the offer’s summary. The joy drops only at the end of the spot, where the summary of the offer is presented in the form of “fine print” – such scenes usually cause concern in viewers regarding “catches” in the offer.
An analysis of the image of BGZ BNP PARIBAS before and after viewing the advert showed its impact on the perception of the Bank. After seeing the ad, respondents felt that the brand is more interesting, friendly, with character, but also more aggressive than before seeing the ad. The spot also reinforced the implicit attitudes of respondents in such fields as: robust brand, has character, commanding, trustworthy, and a brand only for men – this is indicated by the increased confidence in which respondents provided answers, namely the fact that they gave these answers faster.
One needs to consider whether reinforcing the above image areas corresponds with the brand positioning. On one hand, by inspiring positive emotions, the bank appears friendly, interesting and trustworthy. However, on the other hand, by using the character of a strong, rather aggressive Robin Hood, it reinforces such image areas as masculinity, robustness, commanding nature and aggressiveness.