IMPROVING OF FINANCIAL LITERACY by BCS FINANCIAL GROUP for BCS FINANCIAL GROUP

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IMPROVING OF FINANCIAL LITERACY

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Industry Banking
Media Promo & PR, Case study
Market Russia
Agency BCS FINANCIAL GROUP
Art Director Rublev Andrey
Copywriter Klyuev Kirill
Released December 2010

Credits & Description

Category: Best Use of Integrated Media
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
Communication Director: Solodkiy Vladislav (BCS Financial Group)
Head of Retail Marketing Communications: Mikhalchenko Alexey (BCS Financial Group)
Head of Internet Communications: Anna Verkhovykh (BCS Financial Group)
Marketing Communication Manager: Selivanoff Dmitri (BCS Financial Group)
Head of GR: Anastasiya Barieva (BCS Financial Group)
Copywriter: Klyuev Kirill (BCS Financial Group)
Art Director: Rublev Andrey
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

Insights, Strategy & the Idea
To increase services sales of the company, by increasing Financial Literacy. Target audience is 25-35 y/o married, living in the city with the population 500,000+. We want to show that achieving personal financial goals is not as difficult as the audience used to think. It is important to be modern and successful. To achieve these goals BCS offers simple solutions and tools. The main message idea is to inform people with simple and clear slogans and to develop a very simple structure: 1. Consider the income and control costs through special portals: www.drebedengi.ru и 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.

Creative Execution
Simple but interesting visuals with bright slogans help the audience to concentrate in the advertising message. We have 3 Internet-activities: the special application for social networks “Wonder, who are you in the market?” which helps to understand the psychological propensity to invest and defined the risk profile of the person. We also launched a banner and contextual advertising. We have launched a special website www.moi-budget.ru (It is located five simple steps to success: 1. Consider the income and control costs through special websites - accounting for personal expenses: www.drebedengi.ru, 2. Choose a goal and earn the required amount (www.zenmoney.ru), 3. to acquire knowledge from reliable sources - read the best books on finance and budget planning, 4. Attend courses and seminars, 5. Use different forms of savings.) It will help planning the budget). These interactive channels are employed to maximize advertising synergy effect in internet and increase sales.

Results and Effectiveness
We have reached the maximum audience and task orientation, increased number of people willing to learn to work on the stock exchange and as a result of improved BCS ASSET MANAGEMENT sales. Well educated people are not afraid to invest in complex financial assets. Brand awareness has increased due to wide advertising. The sales plan was achieved by the 15th of March (120%), the customers’ accounts have increased substantially.