The Story

Bank marketing is usually boring and forgettable - but not Expobank’s. Looks like even the financial industry is learning that sex sells.

Rather than promoting its excellent customer service, Expobank is differentiating itself as having the sexiest employees. That’s right - hot tellers - it’s like the Hooters of banks. The large, full-service Russian bank made headlines earlier this year when it released a very saucy calendar featuring scantily clad female employees, aged 20-32, in come-hither poses. Models included the bank’s chief economist for VIP clients and several senior managers. (Click here to see all 12 months of the calendar). The bank was acquired by Barclays for a whopping $745 million.

Yes, the calendar is offensive, but it’s refreshing to see a bank that isn’t afraid of alienating potential customers or pushing people’s buttons. According to an official spokeswoman, “Expobank tries to find unusual and creative ways in everything”. Duly noted.

(Personally, I’m disappointed that Expobank’s differentiation strategy includes objectifying women, but I’m even more disappointed that several high-level female employees were actually willing to take part. It’s definitely a cultural thing that’s more accepted over there than it is here.)

This entry was posted on Thursday, September 4th, 2008 at 4:34 pm and is filed under Bank Branding, Credit Union Branding, Bank Marketing, Branding, Credit Union Marketing, Corporate branding, Bank marketing plan. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.