MeDirect is a bank unlike any other. They actually treat their customers like smart, capable adults. Can you imagine that? However, their old branding didn’t quite get the message across… Time to ditch the stock imagery, ditch the stunt promotions , and build a brand that stands for something.

From blending in to standing out. From the past we learned that stunt promos don’t work. They cost a lot of money and they actually slowed our growth. But more-over being a price breaker isn’t in MeDirect’s DNA.

So, we made two major strategic shifts. Shift A: From price-oriented to value-driven. And shift B: From a bank for everyone to a bank for clearly defined niche, our HENRYs (High Earners, Not Rich Yet). We did so with one clear message.

While every other bank is screaming at you, we’re already in your mind. Because the truth is, it’s all about Me. Every financial decision is measured on the impact it has for yourself (meself?). Our new tone-of-voice reflected that perfectly. And immediately caught the eye of our new target audience. An underserved audience who knows how to spend, invest and save money.

From social to PR to everything digital, our new strategy and rebranding put MeDirect on the map and into the hearts of Belgian HENRYs. And it worked! While every other bank reported a decrease in savings deposit, we saw growth. And not just in deposits, but in awareness and even number of customers – breaking the magical number of 100.000 customers.  Earning us and MeDirect a Silver EFFIE, by the way.