Caisse d’Epargne

CLAI’s Mission: Enhancing the positioning and visibility of the brand through 360-degree communication, highlighting its status, identity, practices, and commitments.

To achieve this, CLAI collaborates with a network of agencies to reposition the brand by enriching its slogan, “vous être utile” (serving you), through the development of new messaging and the creation and launch of the “Contrat d’Utilité” (Utility Contract), which debuted in 2022. CLAI not only contributed to the drafting of this foundational document guiding the actions of Caisse d’Epargne but also spearheaded its promotion through multi-channel distribution (web portal, press relations, targeted client communications, etc.).

Following the publication of the Contrat d’Utilité, ongoing strategic discussions have led to announcements that fuel this contract and the new brand platform. Various initiatives have been launched to position Caisse d’Epargne at the heart of social, economic, and environmental issues. Notable among these are:

• The structure and content creation of the special insert “Utile en France” (Useful in France), published in Aujourd’hui en France and Le Parisien in January 2024. This eight-page supplement highlighted 14 major initiatives led by the 15 regional Caisse d’Epargne entities. Featuring in-depth articles with internal and external contributions, the insert provided a tangible illustration of Caisse d’Epargne’s mission of utility. Its release was supported by extensive internal and external communication campaigns targeting decision-makers and the media, boosting the bank’s positioning and visibility for its impactful projects across France under the Contrat d’Utilité framework.
• The launch of the Ecological Transition Barometer in 2024. Commissioned from Harris Interactive, this barometer assessed the maturity, practices, and expectations of various stakeholders in the transition (individuals, professionals, businesses, and local governments). The findings were presented through 360-degree communication, showcasing Caisse d’Epargne’s action plan to support its audiences in accelerating the ecological transition within their territories, further enriching its Contrat d’Utilité. This barometer is set to become an annual event, solidifying the bank’s positioning on ecological and sustainability issues.