"We Bridge your Dreams": Extrabanca campaign is on the move

Extrabanca, the first bank dedicated to foreign citizens who lives in Italy, has launched a dynamic campaign on bus line in Milan.
Passengers are greeted on bright red buses by multilingual written “welcome”, communicating the values of the bank: the richness of differences, the contribution of the multicultural community and the mutual understanding in a space belonging to everyone.
Medium is the message of the campaign, also in this case: the bus line chosen for the campaign, number 90/91, is the one of the city with the longest hours, for those who begin to work earlier at dawn or finish late at night. This bus line is a symbol of the new Milan, as it trasports every day thousands of immigrants.
The campaign is part of a wider communication strategy which, since Extrabanca opened in March 2010, aims to affirm a business model based on welcoming, listening and educational activities for customers.
The pay off the bank, "We Bridge Your Dreams" expresses the desire to be the engine of both personal and collective growth of the new citizens, building a bridge of cultures, histories and projects between the country of origin and Italy.
The campaign will run until January 31, 2012 and it was created and planned in collaboration with IGPDecaux, global player of outdoor communication.