Title	COMMERCIALS FROM A LIVING ROOM
Brand	365.BANK
Product/Service	365.BANK
Category	A08. Excellence in Audience Engagement or Distribution Strategy for Branded Content
Entrant	WIKTOR LEO BURNETT Bratislava, SLOVAK REPUBLIC
Idea Creation	WIKTOR LEO BURNETT Bratislava, SLOVAK REPUBLIC
Production	JOJ PRODUCTION Bratislava, SLOVAK REPUBLIC
Post Production	JOJ PRODUCTION Bratislava, SLOVAK REPUBLIC

Name	Company	Position
Martin Motacek	Wiktor Leo Burnett	Creative Director
Martin Motacek	Wiktor Leo Burnett	Creative Director
Lucia Kekenakova	Wiktor Leo Burnett	Copywriter
Slavomir Baran	Wiktor Leo Burnett	Copywriter
Tomas Galajda	Wiktor Leo Burnett	Art Director
Juraj Vacko	Wiktor Leo Burnett	Art Director
Dominika Mudra	Wiktor Leo Burnett	Strategy Director
Vladimir Lefik	Wiktor Leo Burnett	Strategy Director

Why is this work relevant for Entertainment?

People were switching between home-office and babysitting, and especially in families with children, as children were not allowed to meet their peers, there were a lot of energy accumulated, and very few things to do. 365 not only entertained audience with its campaign, but let people entertain themselves

Background

During the first wave of Corona pandemic, Slovakia was successful in limiting virus spread, with less than 30 COVID related deaths. However, mandatory lockdown has put people in the new situation anyway. They had to stay home with their families. First few weeks were quite nervous and hectic, but than, after it became clear, that the situation is under control, a new mood settled in. Boredom. People were switching between home-office and babysitting, and especially in families with children, as children were not allowed to meet their peers, there were a lot of energy accumulated, and very few things to do. That was the point were 365.bank stepped in.

Describe the creative idea

365 bank is mobile first, digital only bank. A bank that you can literally use without leaving your flat. Something that is really handy during pandemic lockdown. Film productions were not allowed, but 365 bank showed, that as you can use mobile first bank without leaving your apartment, you can also make a TVC with your mobile phone.

Describe the strategy

During the first wave of Corona pandemic, Slovakia was successful in limiting virus spread, with less than 30 COVID related deaths. However, mandatory lockdown has put people in the new situation anyway. They had to stay home with their families. First few weeks were quite nervous and hectic, but than, after it became clear, that the situation is under control, a new mood settled in. Boredom. People were switching between home-office and babysitting, and especially in families with children, as children were not allowed to meet their peers, there were a lot of energy accumulated, and very few things to do. That was the point were 365.bank stepped in.

Describe the execution

Crowdvertising. We asked people to make commercials themselves. This was the campaign, where it was not the agency that was briefed. On the contrary, we prepared three shooting boards and briefed our new film crews - clients of 365 bank. They could select the shooting board that they liked the most and make their own commercial.

Describe the outcome

The campaign scored above the benchmark in all communication metrics – the spontaneous awareness, prompted awareness, likeability and even brand linkage. The spontaneous awareness of the campaign was 2,5 times higher than the benchmark. The impact of the campaign was also reflected in brand awareness. Spontaneous brand awareness rose from 20 % to 31 %. Thanks to the campaign, the 365.bank continues to be the best-known and most preferred digital bank on the Slovak market.