After raising 200m EUR for international expansion, the French multi-awarded fintech company, iBanFirst, hired Pi2 to handle the Go-to-Market communication for the newly established offices in Romania, Bulgaria, Hungary and the CEE region in general.
The brief was clear: build the iBanFirst brand in the new markets and drive business growth by explaining to SMEs the advantages of using technology & innovation for faster & more transparent international payments.
We see B2B communication as Human2Human, which means that B2B customers want to be addressed as people, not corporations. We make use of simple language and fight the temptation to use technical descriptions to show expertise. We use storytelling that inspires and appeals to human emotions and empathy, as opposed to purely focusing on product features or practical applications of the service.
Pi2 has implemented a campaign to inspire SMEs to feel strong and do big in the world. An important part of the campaign was an intensive media relations programme where we talked about challenges when expanding internationally and what kind of services & partners SMEs need to turn the new challenges into opportunities. We made use of basic facts & figures to illustrate business advantages while also reaching out to successful entrepreneurs to tell their expansion story and inspire others. We combined media relations with informal business events, webinars & regional summits under the creative concepts of WORLD MADE €A$¥ or How can CEE-born companies expand internationally.
