Title	FREEDOM IS IN YOU
Brand	SLOVENSKÁ SPORITELNA
Product/Service	BANK ACCOUNTS
Category	G05. Cultural Insight
Entrant	ZARAGUZA Bratislava, SLOVAK REPUBLIC
Idea Creation	ZARAGUZA Bratislava, SLOVAK REPUBLIC

Name	Company	Position
Michal Pastier	Zaraguza	Creative Director
Milan Maly	Zaraguza	Art Director
Eva Myjavcova	Zaraguza	Copywriter
Juraj Pobjecky	Zaraguza	Strategy Director
Nela Pazderkova	Zaraguza	Social Media Specialist

Why is this work relevant for Direct?

This campaign became a milestone in brand's communication because of how differently it was communicated in its market segment. We answered the biggest challenge from the client's brief: How to turn a traditional family bank into a bank interesting for young people who open their first account in it. We disrupted the common acquisition model for young banking population. Instead of proven tactics and product communication, we brought an image campaign to young Slovaks, based on data from target audience's life and strong local cultural insight that increased brand's perception within the target audience but also brought sales results.

Background

Situation: In 2019 it is 30th anniversary of Velvet Revolution, important milestone in Czech and Slovak history that has brought democracy and freedom into communist Czechoslovakia. Brief: Young Slovaks take today's freedom for granted. It's not something they had to fight for. It has become very common that's why we were tasked to raise attention on the topic of freedom both personal and financial. Objectives: Campaign should help young Slovaks realize the importance of freedom. Campaign should be based on real data and insights from young Slovaks. Campaign should bring an authentic experience and correlate with the importance of bank in young people's lives.

Describe the creative idea (30% of vote)

Insight: In order to get to know young Slovaks we prepared the biggest survey about money and freedom for young Slovaks by date and the results were surprising: - 53% of young people said that freedom is not easy - they have so many choices and possibilities what to do, they're lost and don't know what is the right one to choose. Idea: If you're lost find yourself and you'll find your personal freedom too. Because freedom is in every one of us, it only has a different shape. For some it's travelling 6 months a year, for some it's spending 14 hours a day at work. We're exposed to a lot of information about millennials about their habits, hobbies and consumer behavior but the truth is every one of them is different, lost and what they truly want is to get to know themselves.

Describe the strategy (20% of vote)

Data gathering: Months before campaign we created the largest survey about freedom and money for young Slovaks aged 15 to 35. From the survey we picked the top 10 key questions that created the new typology of 11 unique types of young Slovaks. Data interpretation: These 11 types were presented in a hero video we placed on channels where the target group is spending a lot of time (social media). The main channel of the campaign was campaign's microsite where we directed people to complete the interactive test in which they could get to know themselves and learn some extra financial tips regarding their type's most typical financial habits. Approach: Each of 11 types had their own audience we were targeting based on their interests or their lookalikes - for example travellers, fashionistas or digital nomads. Therefore, each type saw unique own campaign based on their interests.

Describe the execution (20% of vote)

We knew research and data presentation is usually perceived as boring and unexciting for the target audience, so we had to be creative in execution. Instead of presenting another bunch of numbers and/or percentages by some institute, we told them 'Tell us who you are'. Our campaign was executed using very unique art direction that is far from typical for a conservative financial services sector. Each type has been given unique visual style, presented in: online video, interactive test, social media posts and we even created key visuals that we've placed in the branch in case they needed to visit a bank in person, even though most of them nowadays don't do it. Using this approach we wanted to step out of the cluster of internet articles young Slovaks not being able to identify themselves with even though it's about them.

List the results (30% of vote)

- From 115 000 unique visitors, more than 70 000 successfully finished the interactive test on campaign's website. - We opened 40% more accounts for young people only during the 30 days of the campaign in comparison to the same period of previous year. - Increase more than 15% of young people's perception of the bank as a brand that understands young people. - Image attributes like "modern bank" and "keeps up with innovations" increased by 26%

Please tell us about the cultural insight that inspired the work

The Velvet revolution in '89 is a boring topic on history classes for today's young generation. In a world where freedom is common, they do not perceive it as something important. It is all the more important to be aware of what they can do thanks to freedom and what opportunities it offers them in life. Therefore, instead of product communication, we opened this topic with an image campaign. For the occasion of 30th anniversary of Velvet revolution, we decided to create a campaign that opens the topic of freedom - both personal and financial (in order to provide bank relevancy in the campaign). And as we found out more than 50% find freedom not being easy for them, we decided the best way would be to guide them to find their own. Because millennials don't share same traits, they're all different, lost and want to belong somewhere.