Credito
Cetelem chose to incarnate the Cetelem credit in a character: Credito. It is the concrete expression of the Cetelem credit.
Credito incarnates at the same time the values, the offer and the proximity of relation between Cetelem and its client.
Credito was selected to represent the Cetelem credit to answer triple requirement:
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to incarnate rising generation of credit in a different way
- to represent so that it serve the strategy of the mark
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and so that it immediately evokes what Cetelem would wish that the customers say of the Cetelem credit tomorrow: "optimistic, accessory, modern, accessible".
The credit, essentially, is an intangible trade and the main part of the contacts with the customers is done remotely. It is a reason moreover to make it concrete, for saying that the credit is a tool with the service of the life of every day.
It is also for that that Cetelem chose Credito: to incarnate and make concrete the credit.
The charter of Credito:
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what it is: respectful, accessible, helpful, friendly, funny
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what it expresses: all the benefits and values of Cetelem credit
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what it does: it is active, smart, clever. It helps customers and treats them as adults.
Credito becomes the international symbol of Cetelem credit
Credito is the character that has proved so successful in embodying Cetelem credit. He was born in France in September 2004 as part of the new advertising strategy launch (see opposite). Credito was soon on his travels and was quickly adopted by Cetelem in the Czech Republic, Hungary, Thailand and Algeria. Building on the success achieved in these countries, Credito, who clearly appeals to consumers from Bangkok to Algiers and Paris, became the worldwide symbol of Cetelem credit in 2006. He will therefore be used by all Cetelem countries, including Russia.
Credito is a powerful visual symbol, which conveys the values of the brand, and therefore boosts awareness of Cetelem and its image worldwide in support of the Group’s ambitious growth objectives.
