Client: Bank Forum
Brand: Bank Forum
Project: Stock the interests, enjoy the prize!
Task: The increase of deposits of individuals (term deposits — starting with 3 months) in the summer period (the low deposit interest rate. The success criterion of the campaign was the opening of new 6 000 deposits to the tune of 10 000 UAH (or the prolongation of existing ones) within a month (August 2012). The obligatory term of mechanics — guaranteed gifts appealing to the target audience (firstly, women aged 35 +)
Tools: Outdoor advertising, Transport advertising, Regional press, Web-site, Promo
Solution: ”While it is fine weather mend your sails.” — the proverb characterizing pragmatic people. Due to the laconic well-known image the main idea of the communication was embodied — think about winter expenses in the summer. As a key image an appetizing jam jar was represented — the symbol of for future use planning of reasonable hosts — the image familiar to the main target audience. The idea was presented as promo-action proposition. The slogan “Stock the interests, enjoy the prize” was picturing in the exact way for the consumer a behavior during the action — open the deposit and get the interests (for future use stock), moreover, “appetizing” (in literal and figurative meaning) gifts — jam jars, cosy pleids, money prizes.
+++ Unused drafts for this client:
