Casden

↳ Context

Historically connected to the National Education system, CASDEN Banque Populaire is now THE cooperative bank for public sector employees. This positioning is supported by a new communication strategy showcasing various roles and faces within the public sector, in order to reinforce its relational promise through all its communications.

↳ Challenge

Strengthen the development of CASDEN among public sector employees.

↳ Strategy

A brand territory focused on relationships
Shine a light on public sector workers and let them share their connection with their bank. Use portraits of real public servants, photographed in their personal environments and identified by their first name and profession. Rally around a strong message: all public employees serving the collective. Leverage relational language: “like me, my bank”; #ourcommonpoint; “a bank that resembles you”.