COMMERCIALS FROM A LIVING ROOM

TitleCOMMERCIALS FROM A LIVING ROOM
Brand365.BANK
Category B01. Use of TV & Other Screens
Product/Service365.BANK
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
Credits
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 Media?

We gave the brand to the people. All media became canvas for their creativity.

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 / insights (30% of vote)

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 (20% of vote)

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 (20% of vote)

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.

List the results (30% of vote)

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.