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POST Bank
Liniya Zaboti (Care Line)

RAN IN: Russia

CLIENT
Pochta Bank PAO

AGENCY
Instinct *Lead Agency


SUMMARY

There are 46.5 million pensioners in Russia, and 16% of them are the Post Bank’s clients. Elderly people easily become targets of fraud, mostly because often there are nobody to address a question to. Post Bank has decided to help pensioners and to establish a free “Line of Care”, on which pensioners can call and get advice on social, legal, psychological, administrative and other issues. To inform about it and to motivate people to transfer their pensions to Post Bank, we have called to our current retired clients and made a federal advertising campaign in a vivid memorable style.

CASE STUDY

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CASE VIDEO


Audience: Residents of towns and cities with Pochta Bank presence — those who have retired (both working and not). Both current and potential Pochta Bank clients.

Objectives: The objective is improving the loyalty of the current elderly clients and attracting new ones by telling them about the features of this service they may use free of charge. Create interest and motivate them to use it.  The main performance indicator for Pochta Bank is interest in this service (calls received by the Care Line) and: An NPS at least 6% of Care Line service mentions by the clients; A mean quarterly increase in bank product sales to pensioners +10% above the current level.

Type: B2C

Language: English, Russian