Title	5% IS A LOT
Brand	HOME CREDIT BANK
Product/Service	POLZA <IN.GAME> CARD
Category	E01. Launch / Re-launch
Entrant	12 Moscow, RUSSIA
Idea Creation	12 Moscow, RUSSIA
Idea Creation 2	GOOSE GAMING Moscow, RUSSIA

Name	Company	Position
Pavel Gusev	Goose Gaming	Founder & Creative Director
Stepan Durov	Goose Gaming	Senior Copywriter
Artem Aleshkin	Home Credit Bank	Deputy Chairman of Board
Maria Burak	Home Credit Bank	Marketing Director
Antonina Boyarkova	Home Credit Bank	Marcom Lead of the debit cards category
Nikita Ershov	12	Managing partner
Daria Pivovarova	12	Account Manager

Why is this work relevant for Brand Experience & Activation?

“5% is a lot” is a campaign that not only activated a specific target audience through branded content, but also managed to create a unique, meaningful and memorable experience which led to awareness (wide reach), building trust and also actual increase in customer base all on a limited budget.

Background

Home Credit Bank has launched new debit card for Gamers Polza <in.game> with 5% cashback for gaming purchases (in every game) as one of the main USPs. But Generation Z in Russia does not understand the benefits of bank products and doesn’t get the idea that a 5% cashback actually makes a lot of money. They also consider banks useless and evil. So Home Credit Bank decided not to prove the message “5% is a lot” to the audience, and let the games do it.

Describe the creative idea (20% of vote)

Through Twitch and YouTube streamers we engaged the audience in special 5% Tournaments for the two most popular games in Russia, Dota 2 and CS:GO. Gamers only had to apply for a debit card to participate: Top DOTA2 streamers played against their fans. They died time after time until in-game analytics tool showed that their chances to win reduced to 5%. So fans had a 95% chance to beat them and win prize money which drew their attention. Despite the fact that streamers lost 2 games out of 4, they managed to put up a fight long enough so that the audience really believed that 5% is a lot. CS:GO streamers picked teams from their fans for a knockout tournament. They started every round with just 5% of health, but still managed to prove that 5% is a lot and enough to win the tournament.

Describe the strategy (20% of vote)

As the product itself was focused on gamers we found the two platforms they spend the most time on, where they consume content, where their opinion leaders exist, where their attention is - Twitch & Youtube. Then we enlisted top influencers who were also proficient in Dota2 and CS:GO. We decided to give gamers a very engaging and MEMORABLE experience, while conveying the message in a simple and comprehensive way.

Describe the execution (30% of vote)

So we branded the channels of a number of Twitch streamers to promote our activation. We alse integrated this into the #1 content show in the russian speaking part of Twitch - the “StreamHata” (which is basically like a reality show which lasts 4 days and is streamed live non stop). This is where the participants of this StreamHata (all famous streamers, some esports athletes even) played Dota2 against the viewers. We also had 8 teams (with top CS:GO streamers as captains) fighting for the prize in our CS:GO tournament. All of the streams and channels were branded, product was mentioned during those streams and streamers invited users beforehand (while they teased the upcoming activities) to apply for the debit card to get a chance to play and win money and bragging rights.

List the results (30% of vote)

— We got over 3500 applications for debit cards, though we never meant it to be our KPI; — We got over 120 hours of branded content. — Almost 5 000 000 people reached — Almost 11 000 000 views — With our limited budget these results were only possible because we created native and quality content. Not only that it spread organically on YouTube, it even increased streamers’ online users by 10-30% during Home Credit Bank activation. — But the main result is that Home Credit Bank proved to bank-hating Gen Z gamers that 5% of cashback for a debit card is really a big deal and turn “5% - is a lot” into a meme, that indicate community loyalty and love.