Title | THE CARD WITH MEANING |
Brand | TATRA BANKA |
Product/Service | CREDIT CARD |
Entrant
|
MADE BY VACULIK Bratislava, SLOVAK REPUBLIC
|
Idea Creation
|
MADE BY VACULIK Bratislava, SLOVAK REPUBLIC
|
Credits
Peter Izo |
MADE BY VACULIK |
Creative Director |
Brano Mlady |
MADE BY VACULIK |
Art Director |
Marek Konecny |
MADE BY VACULIK |
Copywriter |
The Campaign
But how can we turn such a scientific and stodgy topic into an engaging campaign?
The idea is very simple: we explained the origin of the specific media terms via the particular media type, or used the terms that corresponded with the location of the media.
For example, we explained the origin of the word “cinema” in a movie theatre, or the word “video” on YouTube or the word center in the city center.
This approach enabled us to cover other types of media, too.
In a nutshell, any media of our choice could efficiently communicate our card. The card with meaning.
Creative Execution
The idea is very simple: we explained the origin of the specific media terms via the particular media type, or used the terms that corresponded with the location of the media.
For example, we explained the origin of the word “cinema” in a movie theatre, or the word “video” on YouTube or the word center in the city center.
We used the dictionary form (black and white) and transferred it to all possible media.
Playfulness of the campaign was well adopted by the population, which also lead to support the image of the Tatra banka as a bank which supports art & culture. It was also appreciated by opinion leaders (public persons) and led to gaining an earned media.
Beside the image campaign was also one of the most successful limited edition within sales.
We have found an idea that has allowed us to communicate our product on any medium. We've been communicating across the media, from outdoor to print ads to stickers at branches or newsletters.
Limited edition credit cards of Tatra banka have two purposes:
1. to support a image of “Bank which support Art & Culture”
2. to boost sales of credit cards
For the 2017 edition we have decided to use a different approach and dedicate limited edition to special masterpiece, which isn’t an art, but which has been awarded for its priceless value for Slovak linguistics, the new ETYMOLOGICAL DICTIONARY created by Lubor Kralik, Slovak linguist who dedicated 17 years to be able to do so.