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Tinkoff
A car for subscribers from AcademeG

RAN IN: Russia

CLIENT
Tinkoff

AGENCY
Tinkoff *Lead Agency


SUMMARY

Working with opinion leaders has become a trend, but how do you make your integration stand out among hundreds of others? Tinkoff has always had a strong presence in the media. We teamed up with an equally remarkable and slightly eccentric vlogger, AcademeG, who offered his subscribers a chance to win the ‘pizzamobile’ – a Ravon R2. We reached millions and doubled the number of issued Tinkoff Drive cards after just three videos about buying, tuning and presenting the car. The key to success was in the vlogger himself: his actively engaged audience values him as an interesting and trustworthy source.

CASE VIDEO


Audience: Our project’s main target audience is male drivers in the 25-35 demographic (which accounts for more than 44% of car owners in Russia according to Autostat). They use their vehicles all the time and this is why car-related expenses (at the very least gas) are an integral part of their budgets.   The second important criterion is being digitally friendly. Tinkoff does not have physical outlets, so mobile banking is at the core of the bank-consumer relationship. Therefore a user who doesn’t feel comfortable using the Internet won’t find the bank to be convenient.

Objectives: The primary objective is financial gain: boosting the Tinkoff Drive portfolio by 10% while increasing the number of Tinkoff Drive cards issued by 30% during the course of the project. Meanwhile our audience quality (how actively consumers use the card and their average account balance) should be at least at the current level.   Our secondary objective is marketing: successful integration with a YouTube opinion leader to fortify our stance in this segment while communicating with both the audience and other YouTube channels.

Type: B2C

Language: English, Russian