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Tochka bank
Making business, helping people.

RAN IN: Russia

CLIENT
Tochka bank

AGENCY
Voskhod *Lead Agency


SUMMARY

It's hard to overestimate the importance of entrepreneurship. Entrepreneurs create everything we see around us, everything we use every day. Morning coffee, the opportunity to travel, send flowers and talk in different languages - all of this is possible thanks to millions of businessmen. Its also hard to overestimate the importance of a bank for entrepreneurs. Free access to accounting, transactions during the night, opening a bank account within an hour - those are only a few examples of the new features Tochka implemented because the clients asked for it. All of it resulted in a striking advertising campaign where the entrepreneurs change the world for the better, and Tochka breaks the usual standards of banking services.

CASE VIDEO


Audience: Target audience: entrepreneurs. Core target audience is 25-35 year olds. Additional target audience is 40+. People who make decisions on choosing a bank (owners, CEOs and chief accountants); Micro, small and medium-sized businesses; Regarding banks they value simplicity, clarity, no delays and no other difficulties.

Objectives: Media goals: TV coverage of 70-80% Effective coverage (those who remember the ads) is no less than 50% (not lower than for the 2016 advertising campaign) The target indicators for market share and brand position (level of knowledge) were set according to the banks long-term development strategy (until 2019 inclusive). Intermediate goals for each year were set according to the experience of 2016 and to the necessary dynamics for their implementation. Marketing goals: Creating awareness oTop of mind: 3% oSpontaneous awareness: 8% oDirect awareness: 20% Communication goal: To be completely different from the competitors in terms of image and tone of communication. Business goal: 75 000 working clients.

Type: B2B

Language: English, Russian