BoursoBank and Buzzman Say Recommending the Whole Bank Simply Takes Time
Updated: 3 days ago
BoursoBank has launched a Buzzman campaign built on the idea that recommending all of the bank's services takes so long the world changes around the speaker — using time itself to convey how broad the offer is.
What BoursoBank launched
BoursoBank has launched a new Buzzman campaign built on the idea that recommending all of the bank's services takes so long that the world visibly changes around the people talking. Two films, in 30-, 20- and 6-second cuts, rolled out on social and online video from 1 September under the line "BoursoBank, la banque qu'on a envie de recommander" ("the bank you want to recommend").
It is a neat solution to one of marketing's oldest problems: how to convey that you do a lot without boring people with a list.
Why it matters
Communicating breadth of offer is a perennial marketing problem — list every feature and you bore people; pick one and you undersell the rest. BoursoBank's device solves it elegantly: instead of listing services, it dramatises the sheer length of the list through the passage of time.
Our read: the smart move is leaning into word-of-mouth. Banks are recommended person-to-person more than almost any category, and "the bank you want to recommend" makes advocacy itself the message. It flatters existing customers as recommenders and signals to prospects that others vouch for it.
What businesses should do
If you have a lot to say, find a single device that conveys abundance without an inventory. A feature list is forgettable; a creative idea that makes "there's so much" the feeling is memorable. Show the scale, do not read it out.
And build for word-of-mouth where your category runs on it. In sectors where people ask friends before they buy — banking, insurance, healthcare — making your product easy and flattering to recommend is a growth lever. Give your advocates the line, and the reason, to pass on.
Quick FAQ
What is BoursoBank's new campaign?
A Buzzman campaign in which recommending all the bank's services takes so long the world changes around the speaker, dramatising the breadth of its offer.
What is the tagline?
'BoursoBank, la banque qu'on a envie de recommander' — 'the bank you want to recommend.'
Why focus on recommendation?
Banking is driven heavily by word-of-mouth, so making advocacy the message flatters current customers and reassures prospects.
Listing every feature bores people; BoursoBank instead makes the length of the list the whole joke. And leaning into 'the bank you want to recommend' is smart — in banking, word of mouth sells. Give your advocates a line to pass on and you've built a growth engine. — Daniel Nikolla, Founder of Merx Marketing
To convey breadth, dramatise the scale rather than reciting the list — and in word-of-mouth categories, making your brand easy to recommend is a growth lever in itself.
Does your marketing recite your features, or make people feel there's simply a lot to love?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Dans Ta Pub, CB News.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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