ALL AT ONCE

Bronze Eurobest Award

Case Film

Presentation Image

TitleALL AT ONCE
BrandTOCHKA BANK
Category G05. Cultural Insight
Product/ServiceTOCHKA'S BANKING SERVICES
Entrant VOSKHOD Ekaterinburg, RUSSIA
Idea Creation VOSKHOD Ekaterinburg, RUSSIA
Media Placement VOSKHOD Ekaterinburg, RUSSIA
PR VOSKHOD Ekaterinburg, RUSSIA
Production DADDY'S FILM Moscow, RUSSIA
Credits
Name Company Position
Andrey Gubaydullin Voskhod Creative Director
Anton Rozhin Voskhod Creative Director
Dmitry Donik Voskhod Head of Strategy
Elizaveta Larionova Voskhod Project Manager
Ilya Linetsky Voskhod Agency Producer
Emir Kusturica Daddy’s Film Production Director
Tim Lobov Daddy’s Film Production DOP
Aleksey Smolyar Daddy’s Film Production Co-director
Yegor Solomatin Daddy’s Film Production Executive Producer
Tatiana Lukovnikova Daddy’s Film Production Executive Producer

Why is this work relevant for PR?

Tochka Bank, a bank for entrepreneurs, praises its clients in every advertising campaign. This time, it decided to support and inspire entrepreneurs through a music video that pictures the realities of Russian business through a metaphor of a gypsy market. The video was directed by a famous European film director and featured popular bloggers and actors. Collaboration with a well-known music band allowed higher reach and attracted a lot of public attention.

Background

Life of an entrepreneur in Russia is hard: the economy is getting more unstable than ever, the laws keep changing, the government and the monopolists are adding up to the pressure – and all of that fills an entrepreneur’s everyday life with craziness, adventure, absurd conflicts and the constant necessity to act while relying only on yourself and your allies. Businesspeople need support and inspiration to go on and change the world for the best.

Describe the creative idea (20% of vote)

The music video was aimed at showing the Russian business realities as a gypsy town — absurd, disorganized and swarming with plotting and scheming, competition, struggle (and sometimes physical fight) and music. The video features seven short stories about small businesses, where each entrepreneur has to overcome difficulties that the main evil – the Boss – is responsible for. He is a vivid two-in-one representation of the government and monopolies. With his family, he terrorizes local businesspeople by not paying the bills, demanding bribes and stealing the money from government tenders. He manipulates the customs, bogarts other businesses, refuses to register and open new businesses, steals the cash and gets rid of those who try to rebel. It is a lot like Russia, but in the video, the entrepreneurs unite their forces and beat the Boss.

Describe the PR strategy (30% of vote)

To attract viewers’ attention, the strategic decision was to focus on a story beyond ordinary problems of entrepreneurship. The core idea was to show a drama about talented entrepreneurs who struggle to have a better world to live and work in. That’s why in the video the primary conflict of the good and the bad, the new and the old is employed. The final battle between the Boss and small businesspeople results in the victory of entrepreneurial spirit. The strategy included inviting famous European director Emir Kusturica to direct the video. His cinematic work has been appreciated a lot by the population of Russia. Moreover, he is one of most renowned ambassadors of gypsy stylistics in art, so he could deliver the perfect implementation of the idea of comparing the Russian business market and the gypsy market.

Describe the PR execution (20% of vote)

The music video pictured Russian small and medium-sized businesses as a gypsy market — grotesque, noisy, chaotic. The video turned out to be a bold metaphor of everyday struggle of entrepreneurs in Russia. A famous European director brought the gypsy market to life with all the aesthetic and conceptual details. His creative supervision and art had brought the gypsy market to life with all the aesthetic and conceptual details — decorations, costumes, distinctive characters.

List the results (30% of vote)

The topic resonated in the hearts of many online users. The video had the highest rate of shares out of all of the Bank’s campaigns. In just the first few hours, the video blew up the internet, and hit the top-3 of the Russian YouTube. In total, it received 11 mln views on the Internet. It became an all-time media engagement record – over 200 publications; the Bank got its most dramatic increase in the number of clients – 29%.

Please tell us about the cultural insight that inspired the work

Being an entrepreneur in Russia is difficult: you cannot trust or rely on the government. Moreover, the economy is getting more unstable than ever, the laws keep changing, the government and the monopolists are adding up to the pressure – and all of that fills an entrepreneur’s everyday life with craziness, absurd conflicts and the constant necessity to act relying only on yourself.