We launched Telenor Banka — not only the first branchless bank in Serbia, but the first of its kind within Telenor worldwide network. We started from scratch and worked through all 360⁰ — from the positioning strategy and communication platform, to creative campaign with full integration of all elements and channels. In pre-launch we used oversized location pins and mobile devices to announce completely new and innovative way of banking. Positioning statement “Bank is where you are” was introduced in this phase. In the second phase Telenor Banka was positioned as an antidote and ultimate solution to all traditional banking problems through straightforward show & tell approach, directly inspired by our target group’s needs and their real life experiences.