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Tochka bank
3 years: it's not a matter of money

RAN IN: Russia

CLIENT
Tochka bank

AGENCY
Voskhod *Lead Agency


SUMMARY

Tochka Bank is a pioneer to work with legal bodies only, not to have offline offices and to conduct payments 24/7. It formed the category of “A bank for entrepreneurs”; its philosophy is the client’s success. A ‘different’ bank needed unique advertising. We went through hell and zombies with the Bank. We spoke about the Bank’s values on the language of classic literature and action movies and genuinely supported its clients. After 3 years of cooperation, Tochka’s client base grew so much that it became necessary to launch an HR-campaign to attract new employees to work with new clients.

CASE VIDEO


Audience: Target audience is entrepreneurs, All 25-35 y.o.:People making decisions about the change of the bank – owners, directors and chief accountants.Micro, small and medium businesses with 200+ employees.Mostly moderate-size turnover, for their owners their own money and the money of the company are identical things.The core of the target audience:Business hipsters – not very profitable audience for the bank, but they are active and technologically advanced; trendsetters of the communication space.

Objectives: Commercial:Switch to financial sustainability in 2017180.000 clients by the end of 2018Marketing:Level of awareness by the end of 2019: unaided awareness – 14%, aided awareness – 30%;forming perception of Tochka as of the bank of choice at 20% of the target audience (from the aided awareness)Communicational goal:To be fundamentally different from the competitors in image and tone of voice: attribute “different from others” and unique identity of the advertising materials (no mixing with the competitors);Forming an image of a modern client-oriented bank.

Type: B2B

Language: English, Russian