Platinum Bank Won International Contest for Effective Advertising EFFIE AWARDS UKRAINE 2011
On December 2, the International Contest for EFFIE AWARDS UKRAINE has awarded a prize to the creative idea of the Platinum Bank developed by the Agency for Promotion Technologies in the category of banking, financial and insurance services. The idea of "Loans without Paper Monsters" and its embodiment in life has allowed the Bank to show high performance in its first national campaign.
The idea of the campaign emerged from the analysis of consumer needs and concerns, as well as certain stereotypes in the perception of people lending in Ukraine. People often have doubts before taking a credit because their experience with banks scares them in respect of those bureaucratic procedures and the complexity of the process of a loan issue. As a result, paper monsters became an embodiment of all the bureaucratic red tapes and unnecessary paperwork that prevent people from getting a cash loan.
Thus, the most important attribute of a loan from the Platinum Bank is its simple receipt, that is, obtaining loans without paper monsters. The Bank has implemented an integrated approach in preparing for that national campaign. We have used the channels such as TV, radio ads, a radio contest, outdoor advertising, Internet, print advertising in shopping centers, leafleting on the street, ambient, advertising in the subway and contests in social networks. Those frustrated paper monsters with the sign "I was kicked out of the Platinum Bank» wandered around near each branch. Their sad fellows walked through the parks of the capital, and they attracted unusually high attention of people to such financial services as cash loans from the Platinum Bank.
Andrzej Olejnik who is the Director of Marketing and Product Development of the Platinum Bank said "We are very pleased that our first national campaign of this product was not only creative and enjoyable for customers, but it became effective – it has convinced customers that the products of the Platinum Bank deserve their attention. By kicking a paper monster out of our bank as a sign of bureaucracy and complexity, we show our customers that our cash loans are simple and clear. Thus, comparing our results at the start and at end of the campaign, we saw that our loan portfolio has grown by 367% and the number of signed contracts - by 545%. For our team. it is a great honor to receive the international prize of such level. Effie is even of more importance to us, as it is a proof that we have done the most difficult thing in marketing. We do not just make a nice ad but we have presented our idea creatively and clearly, in the right place and at the right time, and that was the result of such efficiency".
"It is great to shoot an interesting movie, but it is much better to get a prestigious award for that. Effie is a good sign for us as it confirms the well-chosen strategy of the 360⁰ Agency. The paper monsters did a great job, and the Agency has made a new step in its development, creating a successful and integrated campaign. I want to congratulate the Project Team and the Client with that important achievement", Konstantin Sobol the Creative Director of Promotion Technologies said.
Platinum Bank is a specialized retail bank providing deposit and loan products to individuals, small and medium-sized business through a network of outlets and customer service centers all over Ukraine since 2005. The main shareholders of Platinum Bank are international investment funds Horizon Capital, East Capital Financials Fund, the senior management of the Bank and IFC (a subsidiary of the World Bank)
In 2010 Platinum Bank was awarded a “Ukrainian Financial Olympus” prize as the winner in «Qualified international standard management» nomination.