| Title | PLAYDOWJONES |
| Brand | J&T BANK |
| Product/Service | INVESTMENTS IN GENERAL |
| Category |
A09. Original Branded Digital or Social media |
|
Entrant Company
|
WIKTOR LEO BURNETT Bratislava, SLOVAK REPUBLIC
|
|
Contributing Company
|
WIKTOR LEO BURNETT Bratislava, SLOVAK REPUBLIC
|
|
Production Company
|
LEOPARD PRODUCTION Bratislava, SLOVAK REPUBLIC
|
Credits
| Peter Kacenka |
Wiktor Leo Burnett |
Executive Creative Director |
| Stefan Andrejco |
Wiktor Leo Burnett |
Creative Director |
| Andrej Hlavacka |
Wiktor Leo Burnett |
Copywriter |
| Vladimir Lefik |
Wiktor Leo Burnett |
Copywriter |
| Martin Keder |
Wiktor Leo Burnett |
Copywriter |
| Stefan Andrejco |
Wiktor Leo Burnett |
Art Director |
| Balasz Szarka |
Wiktor Leo Burnett |
Graphic Designer |
| Akashka Visualstation |
Akasha Visualstation |
Graphic Designer |
| Dalibor Kocian/Stroon |
Dalibor Kocian/Stroon |
Music Artist |
| Digita.sk |
Digita.sk |
Digital Production |
| Leopard Production |
Leopard Production |
Production Company |
| Andrej Hlavacka |
Wiktor Leo Burnett |
Digital Creative |
The Campaign
The capital market in Slovakia is practically nonexistent. People are extremely cautious and suspicious when it comes to investments, and they choose conservative deposit products instead. Our task was to change this perception.
It is said that investing is both art and science, so we transformed the market fluctuations into a musical work so that even the average man in the street would clearly see that despite the turbulent periods of the 20th and 21st centuries, investing is the best choice for the long term.
We created a website that completely mapped out more than 100 years of the Dow Jones industrial average. The fluctuating stock market line generated music in a style that always corresponded to the specific period of time in history. Users could hear how the stock market responded to societal events.
We launched the product with a 25-minute audiovisual show on the main square in Bratislava, where the most significant events took place.
The website is continually updated and generates new music.
Crowds filled the largest main square in Slovakia to view a subject that is considered boring and unattractive.
J&T Banka’s image as an investment expert was validated.
Along with its other activities, the bank saw a growth of nearly 400% in conversions from deposit accounts to investments.
We took abstract financial market numbers and put them in a historic context, turning them into attractive content that is continually updated.
The campaign consisted of two parts - detailed infotainment on the web and a live campaign on the main square in Bratislava where the project was presented through an audiovisual show.