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Fineco, online marketing the poor way

November 11, 2005 at 9:40 by Martina Comments

excuse.gifItalian online bank Fineco has just kicked off an Internet campaign asking users “what’s your excuse not to have Fineco?“.
Fnac already launched the “excuses” a few months ago in France; what’s the incentive for users to submit their excuses? there is no prize to win nor any other advantage is offered; where is the call to action? what’s the campaign goal? after submitting the excuse nothing happens, users aren’t invited ask for more info on the banking service, nor they are taken to a sign-up page, there is just a “Discover the advantages” on the top of the top right of the page, far away from where you click/look for the excuse..
Sorry for the nasty comments, but once again I’m disappointed by the way online marketing is done in Italy. This campaign from Fineco is a waste of money. Please, don’t tell me their goal is just branding. Branding cannot be your only goal, especially when you’re selling online services.

The only funny (or sad?) thing in the campaign is the URL where the excuses are archived (see above, translate it’s a very colloquial way to say “lies”). Maybe I see the usefulness of such campaign: they learn why people don’t want them as a bank.

5 Responses to Fineco, online marketing the poor way

  1. Mr.Anderson says:

    I agree with you.
    I can’t see which are *their excuses* to loose the chance to get in touch with people who leave their messages.

  2. Luca says:

    I am a happy customer of Fineco since 5 years ago.
    I think their campaign is just funny.
    I don’t agree with you at all. :)

  3. Alex says:

    You could discover the advantages of Fineco just clicking on the top of the page. The link shows incentives. I think that’s a funny way to do advertising, better than many sad campaignes in the North of Europe.

  4. Giao says:

    Look the point in Italy is always about funny and sad, not right and wrong! You are lucky the answers are written in italian! I agree with you.

  5. Paolo says:

    Has anyone an idea about the results of the campaign?

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