Audience: A segmentation study of the audience of credit cards helped us define a segment of consumers (22%) who could be a source of growth for the business, as they were the ones to whom Alfa-Bank was most relevant by its character and values. Those people are upper-mass income Russians, the economically active middle class, family people with kids. The core - active men aged 25-45 with income ranging from average to above average ("Segmentation of needs in the banking market and the positioning of Alfa-Bank", TNS September 2016).  

Objectives: 1. Improve the attitude towards Alfa-Bank brand with regard to attributes meaningful for the target audience (KPI: +2 points for each key attribute which is a statistically significant increase from the current level of perception). 2. Motivate the sales of credit card product "100 Days Interest-Free" (KPI: growth of applications +27%, growth of sales +42.5% during advertising campaign, in relation to the results achieved in the previous campaign).

Type: B2C

Language: English, Russian