Title	ANTONIO BANDERAS, THE BANK MANAGER
Brand	KASPI BANK
Product/Service	KASPI BANK
Category	A07. CELEBRITY ENDORSEMENT
Entrant Company	GFORCE Almaty, KAZAKHSTAN
Advertising Agency	GFORCE Almaty, KAZAKHSTAN

Name	Company	Position
Yevgeniy Kostylev	Gforce/Grey Kazakhstan	Creative Director
Vasyl Khomko	Gforce/Grey Kazakhstan	Creative Director
Yuriy Voronin	Gforce/Grey Kazakhstan	Art Director
Yevgeniy Ten	Gforce/Grey Kazakhstan	Designer
Dmitriy Shishkin	Gforce/Grey Kazakhstan	Copywriter
Marina Fateyeva	Gforce/Grey Kazakhstan	General Manager
Yuliya Tushina	Gforce/Grey Kazakhstan	Client Service Director
Anna Kostyleva	Gforce/Grey Kazakhstan	Account Director
Marta Patrina	Gforce/Grey Kazakhstan	Account Manager
Mariya Gasyuk	Gforce/Grey Kazakhstan	Account Manager

The Campaign

Kaspi bank - is one of the largest banks of the country that makes a lot for his clients (best deposit rate, minimal requirements on loans, no loosing of interest on a partial deposit withdraw, extended work hours, etc), but always keep on asking ‘What more can we do for you?’ No wonder that one day we reached a dead end: we have already done everything we could for our clients, but still there’re people who ignore us. The only thing left to do is to invite some world-wide known superstar to work in Kaspi bank and to serve our clients. For example, Antonio Banderas. Hmmm… Why not? What more can we do for you? So we invited Antonio Banderas to work as a usual bank manager. Now there’s no any person in the country who doesn’t know that Antonio Banderas worked as a usual bank manager for the usual clients of Kaspi bank. All Media covered this event large-scaled and mostly free of charge. Antonio Banderas and Kaspi bank became the top hero of the news, even in internet and social media, and started being an internet meme. Free again. Only in the first day of his job, Antonio Banderas served 51 clients, who opened and deposited money on the sum of 400 000 dollars. Kaspi bank became the leader on the deposit’s increase, bank #1 on the will to open deposit and #1 on the will to get a loan (according to the data of TNS/Gallup research company).

The Brief

Escape the dead end and catch the attention of those people who still ignore the bank.

Results

Only in the first day of his job, Antonio Banderas served 51 clients, who opened and deposited money on the sum of 400 000 dollars. Kaspi bank became the leader on the deposit’s increase, bank #1 on the will to open deposit and #1 on the will to get a loan - according to the data of TNS/Gallup research company.

Execution

Antonio Banderas used to work in a real Kaspi bank branch for 2 days (2-3 October 2013), serving the real clients of the bank. Now there’s no any person in the country who doesn’t know that Antonio Banderas worked as a usual bank manager for the usual clients of Kaspi bank. All Media covered this event large-scaled and mostly free of charge (Hollywood celebrities are very rare guests in our country, especially if he works for the usual people). Antonio Banderas and Kaspi bank became the top hero of the news, even in internet and social media, and started being an internet meme. Free again.

The Situation

Kaspi bank - is one of the largest banks of the country that makes a lot for his clients (best deposit rate, minimal requirements on loans, no fees, no loosing of interest on a partial deposit withdraw, extended work hours, works on holidays, etc), but always keep on asking ‘What more can we do for you?’ No wonder that one day we reached a dead end: we have already done everything we could for our clients, but still there’re people who ignore us.

The Strategy

So we invited Antonio Banderas to work as a usual bank manager in a real bank branch for the real clients of the Kaspi bank. First there was a teaser: we prepared the whole country that a hollywood star soon will work as a usual manager for the usual people - clients of the Kaspi bank. On reveal stage we invited people to come to one of the Kaspi bank branch where Antonio Banderas, the bank manager - is at your service.