Italian 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.

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.

Posted by: Mr.Anderson at November 11, 2005 04:24 PM

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. :)

Posted by: Luca at November 12, 2005 05:37 PM

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.
Smile

Posted by: Alex at November 14, 2005 12:59 AM

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.

Posted by: Giao at November 14, 2005 10:23 AM

Has anyone an idea about the results of the campaign?

Posted by: Paolo at November 19, 2005 05:31 PM