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A Bank of Valletta television commercial promoting the BOV Teensaver Account won the first prize in EFMA Grand Prix 2004 Special Award for Best Television Spot. The award was announced during the European Financial Management and Marketing Association’s Retail Conference held recently in Paris. The award was assigned to Bank of Valletta’s commercial for the advert’s creativity, clarity, overall appeal and its effective message. The television commercial was produced by JP Advertising’s audio-vision production house, Blaze Productions.
The competition for the award, a one time prize that recognised the best poster as well as the best television advertisement by a financial institution, was open to financial institutions from the ten new EU states that joined the European Union last May. BOV’s winning entry promoted the Teensavers Account, a deposit-based bank account aimed at teenagers who aim to start saving money for their future.
Speaking about this award, Cliff Pace, Head Marketing Integration at Bank of Valletta said “all entries in the 'EFMA Grand Prix 2004 Special Award', were presided by a jury of marketing and communication specialists from across the industry. Winning this prestigious prize is a formal acknowledgement of the most valid work of our marketing team in sustaining and enhancing the BOV brand.”
Mr Pace added that, “BOV’s commitment to understand the needs of its customers and to be supportive in meeting their needs is not only a trait within our product offer but is a concept in-built in the way we actually conduct our business.”
Speaking about the commercial’s concept, JP Advertising Director Chris Bianco comments, “Notwithstanding that the BOV Teensavers Account is a financial product, we wanted to communicate through the visual imagery of the TV commercial that this innovative product gives financial freedom, flexibility and supports the creativity of teenagers. The commercial, in fact, shows a young teenager creating an enlarged bill-board sized version of a fictitious magazine cover. The act of creating this magazine cover represents the actual flexibility enjoyed by young teenage customers with a financial package that suits their specific needs.”
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