Heads or tails? A Belgian bank is trying to attract new customers not with cheap loans, but with a three-sided euro.
Unfortunately, this is not a promise to triple your savings. Because unlike these euro coins, the special three-sided design of the Belgian bank vdk has no monetary value. “We often say that money has two sides. Heads against heads, profit against loss. We asked ourselves: what if money had three sides?” indicates the bank.
In addition to increasing interest rates for young people, vdk bank also wants to promote returns for oneself, the region and the planet. “The symbol of this triple thought? A unique three-sided coin.” The artistic director of the marketing agency behind the advertising campaign explains how the special euro was created. “We found it a challenge to make the metaphor tangible. Through collaboration between different craftsmen and real craftsmanship, the three-sided coin was truly produced. A real tour de force.”
The part design was first converted into 3D drawings. Based on this, experts created the shape of the three-sided coin, then a goldsmith and silversmith polished it, gilded in a gold bath and provided with edges. The first 350 copies were reserved for employees of the vdk bank. But according to the CEO, the publicity stunt is mainly intended to emphasize the sustainable aspect of the investment. “A bank is more than a neutral service provider such as an Internet access provider or a parcel service”, believes Leen Van den Neste. “Through the businesses and initiatives we invest in and the credits we give, we help define the future. This campaign manages to communicate that in a simple yet powerful way.”
And for the budding counterfeiters among us: both the National Bank of Belgium and the European Central Bank had to give their approval. “As it is a symbolic object without monetary value – and also because we find it an interesting project – we have given our agreement”, explains the master of the Royal Mint of Belgium. “The European Commission even requested a copy for internal copyright training.”
Unlike the three-sided euro, these Belgian 2 euro coins have a real value, and much more than 2 euros. They will undoubtedly be part of the collectors in a few years. And their owners will then be truly rich.