| Title | PLAYDOWJONES |
| Brand | J&T BANK |
| Product/Service | INVESTMENTS IN GENERAL |
| Category |
A06. Use of Ambient Media: Large Scale |
|
Entrant Company
|
WIKTOR LEO BURNETT Bratislava, SLOVAK REPUBLIC
|
|
Advertising Agency
|
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 |
Brief Explanation
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.
Results and Effectiveness
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.
Creative Execution
We used a television campaign, POS and Facebook to invite the public to the event. We presented a 25-minute audiovisual show on the main square in Bratislava, taking viewers on a journey through the more than 100-year history of the Dow Jones.
Insights, Strategy and the Idea
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.
Our brief was to reach ordinary people who do not understand anything about investing, so we decided to use a live campaign aimed at the general public.