BCS FINANCIAL GROUP DM IMPROVING OF FINANCIAL LITERACY by BCS FINANCIAL GROUP

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IMPROVING OF FINANCIAL LITERACY

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Industry Banking & Financial Services
Media Direct marketing
Market Russia
Agency BCS FINANCIAL GROUP
Art Director Rublev Andrey
Copywriter Klyuev Kirill
Released January 2011

Credits & Description

Category: Best Low Budget Campaign
Advertiser: BCS FINANCIAL GROUP
Product/Service: ASSET MANAGEMENT
Agency: BCS FINANCIAL GROUP
Date of First Appearance: Jan 1 2011
Entrant Company: BCS FINANCIAL GROUP, Moscow, RUSSIA
Entry URL: http://www.moi-Budget.ru
Head of Government Relations: Anastasiya Barieva (BCS Financial)
Communications Director: Solodkiy Vladislav (BCS Financial)
Head of Retail Communications: Mikhalchenko Alexey (BCS Financial)
Copywriter: Klyuev Kirill (BCS Financial)
Marketing Communications Manager: Selivanoff Dmitri (BCS Financial)
Art Director: Rublev Andrey (BCS Financial)
Media placement: Outdoor - Moscow - 01 January 2011
Media placement: Web-Site - Http://www.moi-Budget.ru - 08 February 2011
Media placement: Internet (Context) - Http://www.Yandex.ru, Http://www.Google.com - 08 February 2011
Media placement: Interactive-Banner - Http://www.Kommersant.ru, Http://www.Slon.ru - 08 February 2011
Media placement: Application - Facebook, Odnoklassniki.ru, Vkontakte.ru, Twitter.com - 16 February 2011

Describe the brief/objective of the direct campaign.
The agency is struggling with poverty in Russia. What does the agency stand for? The answer is Social responsibility! As more Russian people will improve their welfare - the more clients the agency will have as the biggest financial player on the market. More than 38 million Russian people live below the subsistence line.
Task: to eliminate financial illiteracy. The number of Russian people who are not happy with their finance literacy - 40% the growth of knowledge of financial products, which will increase complex solution sales. Target audience 25-35 y/o married, living in the city with the population 500 000+

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Studies revealed a number of myths and misconceptions regarding stock markets among the population. The main message idea is to inform people with simple and clear slogans and to develop very simple structure:
1. Consider the income and control costs through special portals: www.drebedengi.ru www.zenmoney.ru;
2. Identify the target and earn money.
3. Get knowledge from reliable sources - read the best finance and budget planning books
4. Attend courses and seminars
5. Use different forms to save money which help you to have your own budget plan.

Explain why the creative execution was relevant to the product or service.
The agencies brand is the leading player in the investment market. The main idea is not to fight with the competitors, but to improve the financial literacy. We make Russian financial market larger. We help not only for our sales. We help our competitors too. This advertising campaign confirms the position to train people to be well educated.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The agency realized the advertising campaign together with the Government of Russia and with Fund "Peoples' Initiative" which helps to save costs for advertising activities and to increase the number of places.
As a result the loyalty among our clients to the agency brand raised awareness, and also new client’s attraction is cheaper now, because Gov and the agency split the costs. Average cost per billboard coast about 400 Euro. We used 1100 billboards. Costs of all campaign should be 440 000 Euro. But we were contracted by the Russian Government. Final costs were 224 Euro per billboard saving 215 600 Euros.