Jan Kastory Rafal Marciniak GE Capital, Bank BPH

Simple and transparent products Corporate Social Responsibility Retail bank in Poland

“If a child in its first 1000 days does not have adequate nutrition, the damage is irreversible. Their brains and bodies will be stunted.”

Every mother is a lioness fighting to ensure the bright future of a child… …not only hers. Maternal instincts means empathy to other mothers struggle. INSIGHT

new Payment Card & Junior Saving Account every card payment rounded up to full Euro added sum transferred to mothers via World Food Programme ‘Lioness to Lioness’ more people joining higher the interest rate on Junior Saving Account investment in a child

WIN WINWIN ›cross-sale potential (to higher margin products) ›new-to-bank customers ›building brand awareness ›Junior Saving Account’s higher interest rate ›fulfilled empathy ›attention generated in Poland ›potential to expand ‘Zero Hunger’ initiatives in global GE brand ›up to €/ year donations BPH BANK CUSTOMERS /DONATORS WORLD FOOD PROGRAMME BENEFITS WIN – WIN – WIN

You are a lioness. You are a responsible mother. You will ensure your child’s bright future... and some others. KEY MESSAGE TONE OF VOICE Provocatively calling for FAIR action. Inspiringly for joining the global mothers collective. Proudly for representing Polish hospitality and being a “Polish Mother”.

NOW ›Existing database direct mailing & online banking platform ›Social media viral (i.e. each mother can share how many children she fed this month) ›Group buying viral mechanism (mothers urging mothers to join the product to increase the interest rate) ›Ambient and word of mouth communication IN THE FUTURE ›Potential to upgrade product to GE Capital global level using internal lobbying of GE Women’s Network, GE Volunteers and Health Ahead initiatives DELIVERABLES KEY PERFORMANCE INDICATORS existing database New to Bank € donations/year 4 POS transactions /month on average TIMELINE Aug 14: concept approval Oct 14: system changes implementation Nov 14: start of communication creation Dec 14: round up mechanism testing Jan 15: product launch + 3 month campaign launch in social media BUDGET € for IT changes € for campaign

to design a new product’s brand manual TASKS FOR AGENCY INSPIRATIONS to propose direct mailing and online product communication template to build a member-gets-member platform for social media (Twitter & Facebook) to visualize growing interest rate ‘clock’ to create communication strategy linking “Lioness for Lioness” and “Round up to ZERO. ZERO Hunger!”.

Round up to ZERO! ZERO Hunger! 24,12€25,00€ 0,88€ = 4 meals