TOCHKA BANK. ENTREPRENEURED IN THE HEAD

ClientTOCHKA BANK
Category D01. Social Video
TitleTOCHKA BANK. ENTREPRENEURED IN THE HEAD
Product/ServiceTOCHKA BANK
Entrant VOSKHOD Ekaterinburg, RUSSIA
Idea Creation VOSKHOD Ekaterinburg, RUSSIA
Production DADDY'S FILM Moscow, RUSSIA
Credits
Name Company Position
Andrey Gubaydullin Voskhod Creative Director
Daria Ovechkina Voskhod Copywriter
Anton Rozhin Voskhod Copywriter
Ilya Naischuller free Director

Background

How can a small regional Bank reach the Federal level? Show that really knows the problems of customers. Small business in Russia exists "not because of, but in spite of": a difficult economic situation, bureaucracy, ultra-high competition... to overcome these difficulties, you need to really "hurt" your idea, and this is the slogan of the campaign "Take the whole head!".

Describe the strategy

This Bank works only with entrepreneurs, no private clients. The audience - owners of micro, small and medium business of 25-40.

Describe the execution

Doing business is not about lying on the beach or wearing expensive suits. To run a business you must be a little crazy. It’s an everyday rush, explosion, fight, and fire. And Bank know it, because it’s his life too.

List the results

The advertising campaign raised brand knowledge, spontaneous knowledge for 3 times, induced knowledge -by 2 times. The number of customers working in the Bank increased by 160%. Measurements of brand perception showed that the Bank 100% meets the expectations of current customers and is in the top 5 for consideration at the initial selection.