Audience: Considering the aim to enlarge “qualitative” client base we needed to attract socially active people – working men and women 25-45 y.o. with regular average and above-average income.This audience is financially literate and quite good at knowing bank loan products. They understand that the lowest interest rate in advertisement does’t mean the lowest interest rate in reality. They respect honest banks.Moreover, speaking of the audience we need to pay attention to the level of their engagement in trends – these people have modern ‘clip’ way of thinking and understand visual and music culture.

Objectives: Business goals:We had a goal to grow together with the market growth (market growth 2018 forecast - plus 23%) : increase in volume of loans from 21 billion rubles to 25,8 billion rubles. Marketing-aims: enlarging of client base by 26%Communication aims:1.      Spontaneous brand awareness growth by 2 p.p.2.      Image of “Simple and understandable bank” from 17% to 21%3.      Ad liking - 65% minimum4.      Ad recall – 41%

Type: B2C

Language: English, Russian