TOCHKA BANK. ENTREPRENEURED IN THE HEAD
|Category||D01. Social Video|
|Title||TOCHKA BANK. ENTREPRENEURED IN THE HEAD|
|Entrant||VOSKHOD Ekaterinburg, RUSSIA|
|Idea Creation||VOSKHOD Ekaterinburg, RUSSIA|
|Production||DADDY'S FILM Moscow, RUSSIA|
|Andrey Gubaydullin||Voskhod||Creative Director|
BackgroundHow 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 strategyThis Bank works only with entrepreneurs, no private clients. The audience - owners of micro, small and medium business of 25-40.
Describe the executionDoing 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 resultsThe 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.
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