Together Forward
Consolidation in the banking sector has been a steady trend in recent years. In 2019 Postbank acquired Piraeus Bank Bulgaria in a record-short term – a large-scale and most important deal for Bulgaria’s banking sector. The effects of acquisition and the well-planned communication continued through the challenging 2020. This was the second acquisition for Postbank in the last 3 years after the Alfa Bank’s successful acquisition in 2016.
Postbank’s definite goal was to build awareness campaign about the acquisition and strengthen its leading position in the sector. We recognized that opportunity, created and developed the integrated “Forward Together” campaign. It included diverse and complementary activities aimed at all key audiences – customers, employees, shareholders, regulators, and partners. “Forward Together” became the most crucial campaign of Postbank during 2019. Its multi-channel delivery managed to convey the idea of development, the emotional power of moving forward, and discovering new perspectives. Through meticulous planning and execution, the campaign maximized our success.
The merger went exceptionally smoothly and in a record short term of 4 months. Regardless of the brilliance of vision and fit of the unification, its subsequent success depended mainly on the employees. So this was a time of constant progress and robust communication – with clear messages and a personalized approach to create a “bridge” between the employees and their new corporative culture.