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Tinkoff
Investing is simple

RAN IN: Russia

CLIENT
Tinkoff

AGENCY
Tinkoff *Lead Agency


Park Production company together with Kovalevs Creative boutique


SUMMARY

While interest rates are declining, people are taking their savings elsewhere in search of new ways to grow their savings. But investments seem too complicated and inaccessible. We have changed this perception. This is Tinkoff's first offline promotional campaign for Tinkoff Investments: a massive TV campaign coupled with ads on the radio, in print, and an overhaul of online communications support. Our effective strategy helped us open a record number accounts on the Moscow Exchange (per month) and become the top broker in terms of the number of new accounts for the year despite only entering the market in May.

CASE VIDEO


Audience: Our target is people with savings who are looking to increase their capital while bank deposit rates are on the decline. This is primarily the 25-45 demographic.   They are active, have spare cash and savings, and are looking to make a profit. Savings accounts offer low interest. Not everyone can or wants to start their own business, and even if they do, it requires a lot of time and resources. Not everyone has the time to understand all the ins and outs of trading. It all comes across as being too complicated for a nonprofessional.

Objectives: Сommunications objective: reaching at least 90% of our target audience with the message: “Investing is simple”. Financial objective: opening a significant number of accounts on the Moscow Exchange. Aiming to be second to Sberbank. Increasing monthly client base growth at least 2-fold. KPI: share of new clients. At the beginning of campaign: 30,000 per month. Boosting brand traffic 2-3 fold during the campaign (on par with others) to then slow down by late December to 150% of the launch value. Global objective: let people know that Tinkoff is now a broker on the market.

Type: B2C

Language: English, Russian