TBC DEPOSIT CHALLENGE by Windfor's Advertising for Tbc Bank

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TBC DEPOSIT CHALLENGE

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market Georgia
Agency Windfor's Advertising
Executive Creative Director Vakhtang Asatiani
Copywriter Beka Meparishvili
Strategic Planner Ucha Urushadze
Released February 2011

Credits & Description

Category: Financial Services, incl. Investor Relations and Corporate Finance
Advertiser: TBC BANK
Product/Service: BANK DEPOSITS
Chief Communications Officer: Vakhtang Kavtaradze (Windfor's Advertising)
Executive Creative Director: Vakhtang Asatiani (Windfor's Advertising)
Strategic Planner: Ucha Urushadze (Windfor's Advertising)
Copywriter: Beka Meparishvili (Windfor's Advertising)
Digital Developer: Alexander Melia (Windfor's Advertising)
Client Service Executive: Dimitri Vachnadze (Windfor's Advertising)
Project Manager: Alexander Kvantaliani (Windfor's Advertising)
Media placement: TVC - Rustavi 2, Imedi - 17 February 2011
Media placement: Radio - All high rated FM radio statios - 17 February 2011
Media placement: Press - All high rated magazines - 17 February 2011
Media placement: OOH - Billboards in Tbilisi and Batumi - 17 February 2011
Media placement: Facebook - Internet - 17 February 2011
Media placement: YouTube - Internet - 10 March 2011
Media placement: TBC Game Final - Live broadcast at all national TV stations - 26 March 2011
Media placement: TV shows - Rustavi 2, Imedi - 27 March 2011

Summary of the Campaign
Brief:
TBC Bank, one of the leading financial institutions in Georgia, wanted to communicate with its current and potential clients regarding its personal and confidential deposit offers.

Challenge:
Today, people in Georgia do not have a great deal of trust in banks, so they prefer to keep money elsewhere – in places such as safes, at home, or even burying it underground.

Objectives:
Our objective was to introduce a new product on the deposit market – personal and confidential offerings in TBC Bank. The difficulty of the product was that the bank didn’t offer customers any rational benefit (like +1% or more), but wanted to promote a personal approach towards any particular deposit customer (offering them confidentially maybe even more than declared benefits).

Outcome:
A survey showed that despite the overall decrease in the deposits market, TBC Bank deposits increased by USD 26,000,000. The number of depositors increased by 30%.

The impression created by the final stage of the campaign was embedded into extremely positive emotions and memories – into a sensational win over the eight ranked football team in the FIFA world ranking by scoring goals in the last minute of the game.

The Situation
• TBC Bank; one of the leading financial institutions in Georgia, wanted to communicate with its current and potential clients regarding its personal and confidential deposit offers.

• Today people in Georgia do not have a great deal of trust in banks, so they prefer to keep money elsewhere – in places such as safes, at home, or even burying it underground.

• The deposits market has decreased, and because of this all banks are competing to increase sales with well-known, familiar advertising approaches.

The Goal
• Our objective was to introduce a new product on the deposit market – personal and confidential offerings in TBC Bank. The difficulty of the product was that the bank didn’t offer to its customers any rational benefit (like +1% or more), but wanted to promote a personal approach towards any particular deposit customer (offering them confidentially maybe even more than declared benefits).
• Undertaken research revealed that people do not fully acknowledge that money kept in any other place than a bank is in danger.
• The primary target audience was the younger generation.

The Strategy
The product has been positioned as the most personal and confidential offer on the market, having in mind the significant distrust of local population in saving money at local financial institutions.

Execution
Online:
We created a series of interactive YouTube videos that allowed viewers to decide where a character keeps money: a bank or somewhere else. In cases where money was kept in places other than the bank, 4 out of 5 characters lost it, while the 5th character’s – Edmond’s – money was buried into the ground. Obviously, his money should have been lost as well.

Offline:
We announced that Edmond’s money was actually buried. Anyone interested in finding it was eligible to participate in the game and find USD 10,000.

We adapted the final stage of the game and held it in the national stadium, at half-time of the very important European Championship qualifiers football match between Georgia and Croatia.

Documented Results
• The TBC game final was broadcasted live together with the football match on the national TV channels. 60,000 spectators in the stadium saw the game final in real time as well as the rest of population, 4,000,000 people, saw it broadcasted live on TV.

• The game’s progress was reported by various media channels, such as TV and blogs.

• The game’s Facebook fan page generated an unprecedented amount of comments. The participants described their adventures and requested a new game.

• A survey showed that despite the overall decrease in the deposits market, TBC Bank deposits increased by USD 26,000,000. The number of depositors increased by 30%.

• The impression created by the final stage of the campaign was embedded into extremely positive emotions and memories – into a sensational win over the eight ranked football team in the FIFA world ranking by scoring goals in the last minute of the game