ANTONIO BANDERAS, THE BANK MANAGER
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
|
Credits
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.