HOME CREDIT BANK: WALLET

Credits:

Svetlana Polyakova, Ogilvy Group, OgilvyAction Director
Kirill Skikevich, Ogilvy Group, Strategic Planning Director
Dmitriy Adrianov, Ogilvy Group, OgilvyOne Director
Natalia Shatokhina, Ogilvy Group, Account Director

Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach.
The task was to simply distribute leaflets promoting point of sale loans offered by Home Credit bank. We’ve designed a wrap for leaflets that is impossible for human greed to ignore. The wrapped leaflets were not handed out to people, but ‘lost’ in the streets.
The media selected enabled for communication to connect with the audience directly, even though the contact was established in the streets and public area.

Show how the creative execution enhanced the overall impact of the effort and engaged the consumer.
Our bet against peoples' greed has succeeded!
Leaflets were wrapped into some regular wallets that were 'lost' all over the city. Thousands of people picked them up to find no money but a message inside saying there is no need for a lucky money find, now that there are POS loans from Home Credit bank available.
Overall, there were 50,000 leaflets distributed and put into wallets.

Show how the media idea travelled across different touch points and successfully reached the target audience.
The communication was targeted at low and medium-income general public, with the media working well in reaching the audience. Time and place for interacting with the potential consumers was also critical – while on their way, people are likely to run in for shopping.

Show how the execution maximised the value of the investment and generated business results
The campaign was extremely effective in communicating the message: leaflets were thoroughly studied by people having found them. Thus the message was exposed to 50,000 potential consumers.