The vendor community’s marketing and external communication efforts generally tend to be directed at the corporate world: the financial institutions that make up their client base, and, in the case of listed companies, investors and analysts.

But for some technology providers, such as smart card and terminal vendors, while the initial customer usually is a financial institution, the final user is in fact a consumer.

Hence the interesting move from smart card manufacturer Gemalto, which launched an online and print campaign on January 20 to promote a website aimed at consumers, providing them with information on various aspects of digital security,  from online banking and shopping to electronic passports. Unsurprisingly, the site features numerous plugs for concepts such as two-factor authentication or contactless technology.

“You may not realize it,” the company tells visitors to its website, “but you’re probably carrying at least one of our products in your pocket right now. We make many of the smart cards, credit cards, SIM cards and e-passports that your bank, cell phone provider and government provides.”

Designed by advertising agency TBWA/Corporate, the campaign uses humorous viral marketing and banners to drive consumers to its website and raise awareness about the company. One video, meant to illustrate the dangers of non-encrypted wifi connections, shows a family around the dinner table, looking in shock at a neighbour barging into their apartment and going through their mail and embarrassing personal pictures. Another short film shows a man walking a round a shopping mall with a giant sign over his head revealing his credit card details.

Now, I would be very curious to see what kind of viral videos some other financial technology vendors might come up with to raise their profile. I don’t know about core banking system providers, but, in light of recent events, I’m pretty sure that vendors of order management systems, risk management or performance measurement tools could come up with some pretty funny ideas.

Filed under: Credit Crunch, Retail Banking, Suppliers, Technology