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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

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:

Platinum Bank:

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



For Your Reference:
Platinum Bank is one of the biggest players in the national banking system. It belongs to the 1st Group of Banks according to the rating of the National Bank of Ukraine (over 0.5% of assets of the Banking System of Ukraine). Its regional network includes 69 branches and 1080 points of sales in various regions of Ukraine.
One of the top strategic priorities of Platinum Bank is transactional business. In 2016 Platinum Bank became one of the leaders in crediting for individuals among Ukrainian banks. It is also one of the annual leaders on the market in consumer credit segment.
Also, Platinum Bank is actively working on its Digital Bank project. Among others, it actively develops its platform and Platinum Lab – a lab of financial innovations.
At the same time Platinum Bank actively engages more and more corporate clients, first and foremost in distribution and IT business.
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