G2 by Euro Rscg Prague for Komercni Banka

G2

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market Czech Republic
Agency Euro Rscg Prague
Director Standa Merhout
Creative Director Pavel Sobek
Art Director Tereza Janeckova, Jakub Kolarik
Editor Stepan Kopecky
Released October 2011

Credits & Description

Category: Financial Services, incl. Investor Relations and Corporate Finance
Advertiser: KOMERCNI BANKA
Product/Service: G2 STUDENT'S ACCOUNT
Agency: EURO RSCG PRAGUE
Chief Creative Officer: Eda Kauba (Euro RSCG Prague)
Creative Director: Pavel Sobek (Euro RSCG Prague)
Art Director: Jakub Kolarik (Euro RSCG Prague)
Art Director: Tereza Janeckova (Euro RSCG Prague)
Director: Standa Merhout
Editor: Stepan Kopecky (Euro RSCG Prague)
Agency Producer: Veronika Brichtova (Euro RSCG Prague)
Brand Director: Ondrej Fiala (Euro RSCG Prague)
Senior Brand Manager: Lukas Prokop (Euro RSCG Prague)
: 4d Photo (Production Company)
Media placement: TV repport - TVFOX (Alyona’s Happy Hours) - 10/ 2011
Media placement: Article, video - playboy.com - 10/2011
Media placement: Article, video - LaRepublica.it - 10/2011
Media placement: Article - Aktuálně.cz - 28.10.2011
Media placement: Article - Reflex - 25.10.2011
Media placement: Article - Londonspectator.com - 10/2011
Media placement: Article - Bankovnipoplatky.com - 30.10.2012
Media placement: Article - Dealbraker.com - 20.10.2011
Media placement: Article - The daily what - 21.10.2011
Media placement: Article - Gawker.com - 31.10.2012

Summary of the Campaign
G2 is a sub brand of Komerční banka (KB) under which are communicated banking products for students and youngsters. The main purpose of its existence is that the style and tonality of communication towards students does not comply with the overall image of the bank that is perceived as serious, conservative and prestigious. G2 ads have to be much more provocative and on the edge to attract students' attention.

Konto G2 is a bank account for students (their first account) packed with benefits that adults cannot reach to. The account is for students in the age of 15 to 30 but the communication is primarily targeted on students in the last year of high school, aged 17-19 years.

In every G2 campaign we have a goal: to shock the public and ignite a conversation over all media platforms, on the social media specially. The discussion usually polarises the population but nevertheless it builds product awareness and thus boosts the sales.

The Situation
Komerční Banka is a universal bank offering financial products for all client segments. It is one of the 3 biggest banks on the Czech market with 1.6m clients. To students KB offers an account Konto G2 under the sub brand G2.
The number of high school and university students is declining so every year it’s getting harder and harder to reach the previous year results and most banks on the market are losing market share. Despite these facts, KB reversed the negative trend and increased its market share compare to the previous year.

The Goal
The goal was to step out of the mediocre banking communication, stand out above the market average and make the Konto G2 advertising the topic of the day on social networks, internet media and get the students to talk about it.

The core target audience was high school students aged 17-19 for whom their first sexual encounter is a comprehensive comparison as they are at the age when they are experiencing their first serious romantic relationships.

The Strategy
Students can be immune to most kinds of advertising unless someone really stands out of the clutter, or it can be impossible to grab their attention. We wanted to create a free of charge media coverage across all the media platforms that would create buzz and motivate the audience to spark active conversation on the topic. By placing the ads on frequently visited places where the students spend their day - either commuting to school/work or spending their leisure time - quite a big number of students were involved in non-media conversation on social networks, blogs etc. The campaign was talked about on all kinds of internet websites and magazines, including between feminists, sexologists, teachers, advertising professionals and even elderly people, but mostly our youngsters. Everyone had to say something. Even if it wasn’t very flattering it always sparked some reactions. This is what we intended and what we created the campaign and picked the media for.

Execution
The campaign consisted of 2 executions: girl and boy. Both were in several media formats including TV spot, print ad, different kinds of outdoor formats such as branded doors of the schools to name but a few. The headline of the campaign 'první bankovní styk' in the Czech language is a wordplay. ('Styk' can mean either the commonly used banking term 'banking intercourse' or 'sexual intercourse'.) The campaign wasn’t adapted or modified at any stage.

Documented Results
-22,1492 views on YouTube
-Several posts on foreign media referring to the campaign
-TV spots being showed on American homepage of Playboy magazine
-TV spots being played on American TV talk shows and then discussed with genuine and very positive interest
-69% increase of sale compare to the period before campaign
-Several spontaneous 'parodies' were created and virally spread
-G2 account become #1 on the Czech market.