Saatchi unveils first-ever campaign for top-end French bank

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PARIS--Upscale bank Union Financiere de France is unveiling its first-ever campaign in an attempt to raise its profile among its target market of upper-income households.

The print and outdoor campaign through Saatchi & Saatchi, Paris, uses humor to differentiate Union Financiere from competing boutique banks. The ads juxtapose images of Communist icons Karl Marx and Mao Tse Tung with the signature slogan: "The bank that makes you want to become acapitalist."

The campaign breaks in late January.

Unlike conventional banks offering a full range of financial services and products, UFF focuses exclusively on financial planning and estate management.

Saatchi won the UFF account in late December, after a four-way pitch against the Paris-based offices of Australie, Louis XIV and LM Young & Rubicam. The size of the 2000 advertising budget was not disclosed.

Media planning will be handled by Zenith Media, Paris.

UFF has a 130,000-strong client base and a network of 1,100 agents nationwide. With $6 billion in assets, the bank is at the upper end of France's boutique banks.

Copyright January 2000, Crain Communications Inc.

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