Platinum Bank Crushes Ukrainians’ Stereotypes
On the 26th of March was launched the TV-ad campaign of Platinum Bank. It aims at destroying the inner barriers of Ukrainians, which become a hindrance and prevent them from using credit cards.
The “trigger” for this ad campaign became the data from focus-groups, received by Platinum Bank in region centers of Ukraine. The data showed that people are afraid of using credit cards because of all kinds of hidden commissions, tangled provisions of banking agreements in fine print and huge amounts of time wasted in the line, waiting for the credit decision.
The survey data inspired Platinum Bank to create a product which would crush the existing stereotypes about credit cards – the simplest credit card, which was justly named “Prosto-Karta”. The unique characteristic of “Prosto-Karta” is the fixed payment made by the client, when the card is in use. And, at that, there are no other payments or commissions for the “Prosto-Karta” service.
“Platinum Bank always strives to have innovative and original approach to both elaboration and promotion of its new products and services. Naturally, after we received the survey data, we decided to show the Ukrainians that credit cards can be simple and easy in use. That’s why the ad campaign for launching a new credit card “Prosto-Karta” in Ukrainian market was created and implemented along these lines. On one hand, this sort of approach let the consumers have a look at seemingly unsolvable problems, but on the other hand – makes them smile and helps with making the right decision. I’m sure that it will allow not only attracting new clients, but also widen the category of credit card users due to the successful demolition of inner barriers”, - says Andrzej Olejnik, Platinum Bank Chief Marketing Officer.
The ad campaign was elaborated by the creative team of the agency “Bazooka Digital”, the members of which, basing on the insights of focus-groups, started with articulating the main phobia of the Ukrainian consumer – “A credit card is a way to work up proper ‘sweat’” and then worked their way around the idea and exaggerated it a bit. As a result they came up with the solution: “Prosto-Karta” is the simple and most comprehensible access to money”. This gave birth to the ad campaign “No sweat!” filled with the signature Platinum Bank humour.
The heart of the campaign is the allegoric video. The generalized character, a personification of banks feared and not trusted by people, was the imaginary bank “Drugyi”. It’s a sort of sauna-bank, where all employees are doing all they can to make the client “sweat”. All the characters in the video, except for the main one, are a bit exaggerated and allegoric. “Prosto-Karta” from Platinum Bank is shown as a contrasting simplest “no sweat” solution in case you suddenly need money. The voiceover says: “Quickly obtained, easily used, payment fixed”.
“What is the better place to talk about credit histories than the sauna? In the steam room you can “let your steam off” about all the cunning fine print paragraphs in bank agreements. In the anteroom you can sigh about all the Soviet-style nuisances in the financial sphere, which are still present despite the arrival of the third millennium and globalization. In the soap room – you can grieve about Platinum Bank releasing this credit card only now, while last year you had to sweat blood to get the loan for the much needed new laptop... In general, while shooting the new ad video for Platinum Bank we really had lots of space to expand our ideas to. But that, of course, metaphorically speaking”, - tells us about the script and video shooting Anton Savchouk, creative group head with the agency “Bazooka Digital”.
You can watch the ad video following this link http://www.youtube.com/watch?v=IhXL7yRjC5E&feature=youtu.be
The ad video was done by the creative team of:
Chief Marketing Officer: Andrzej Olejnik
Brand-group: Vera Slivinskaya, Alexandr Davidenko
Agency: Bazooka Digital
creative group head: Anton Savchouk
art director: Oleg Prystoupa
copywriter: Tanya Chichkan
group account director: Zhanna Sidorskaya
account manager: Irina Denyak
junior TV-producer: Alexey Olefier
Production: Lime Lite Studio
director: Vitaliy Kokoshko
2nd director: Gryts
DOP: Dmitriy Yurikov
executive producer: Albert Zourashvili
line producer: Youlia Foster
art director: Olga Zlobina
post-production: The Coffee Post
music & sound design: Propeller