New Advertising Campaign with Penguins from Platinum Bank
On the 3rd of November, Platinum Bank launched a new advertising campaign of its updated product “Loan with Holidays”. The client can take a purchase loan or a cash loan and, if necessary, miss 2 monthly payments.
In November 2013, Platinum Bank became the first bank to offer its clients a consumer loan with holidays. During 2014 one could observe various situations, in which the loan clients had to use the holidays. This new product is the answer to the clients’ needs. According to the results of the bank’s research, among the potential users of loans there are many those, who are not confident in what tomorrow might bring and thus scared to take up the loan commitment.
“We sincerely believe that a responsible bank shouldn’t “hide its head in the sand” and pretend that everything is ok in the country. We have to recognize the fact that hundreds of thousands of our fellow citizens found themselves in rather difficult circumstances and the economy of the country is not at its best. That is why we decided to make a step forward and offer our clients the possibility to take the loan holidays even more often – twice a year. We have always thought that the best way to manifest one’s care about a client is with the actions, not with words. Only a right loan solution, offered at a right time, can show the clients that we understand their needs,” – Mila Bedrenets, Head of Marketing Department of Platinum Bank.
In order to make the maximum amount of clients aware that Platinum Bank is actively offering loans and especially the loan with holidays, the bank has launched a large-scale advertising campaign on TV, for which the video was shot with rather peculiar actors https://vimeo.com/110868976
In the video the bank has demonstrated the obstacles which might prevent the clients from repaying the loan. It wouldn’t be a good idea to reflect in the video the real problems, which lead to the clients’ need of loans, as in the life of a loan client there are enough stressful things. That is why we turned to the new solution: to show a positive image of obstacles on the way to the loan repayment. And we decided to do so in such a way, which would make it understandable, but the image of the repayment obstacles to be smile-provoking. And for that the obstacles were shown as penguins.
“Telling people about serious things, while making a joke and not offending anyone – it’s always a challenge. We had to get across to the people the main message: “However absurd your circumstances might become, the bank will reach out to you.” And we got it across. And making it in the form, which is unusual for this category, has added expressiveness to our message,” – Dmitriy Mamontov, Copywriter of the agency “Adventa LOWE”.
Video creation team:
Head of Marketing Department of Platinum Bank – Mila Bedrenets
Head of Marketing Communications Department – Vera Slivinskaya
Agency – Adventa LOWE
Associate Creative Director – Alexey Demin
Art Director – Lilya Chernaya
Art Director – Alexandr Pletenetskiy
Copywriter – Dmitriy Mamontov
Head of TV Production – Ivan Goncharouk
Associate Client Service Director – Zhanna Sidorskaya
Account Director – Irina Denyak
Production-studio – Lime Lite
Director – Alexey Sai
Director of photography – Nikolay Yefimenko
1st AD – Denis Shvets
Executive producer – Darya Androushchenko
Line producer – Moos
Producer assistant – Roman Kravets
Art-director – Alexey Velichko
Stylist – Anita Zhirgalova
Make-up artist – Irina Belina
Post-production – Fix Digital
Producer – Victor Firsanov