The case of IDEW MEDIA BELARUS: an advertising game as a way to increase customer loyalty and maintain the bank’s image

The creative agency IDEW MEDIA BELARUS has launched an advertising campaign “Passion for Perfection” for Visa and Belagroprombank

Image for post
Image for post

Task

To develop a visual image of an advertising campaign to encourage the sale of bank payment cards of the international payment system VISA,and to maintain the image of Belagroprombank and increase customer loyalty to its activities and banking products, ensure the Bank’s competitiveness in the bank payment card market of Belarus.

Develop an effective media plan and implement the placement.

Communication channels

Outdoor, TV, радио, Indoor, POSm, Internet banners.

Mechanics

Advertising game: The prize draw will be made among visa cardholders of Belagroprombank, who, while participating in the Game, made non-cash transactions in the organization of trade (service), including on the Internet, for a total of 500 BYN\ 250 USD\250 EUR\15 000 RUB during the entire period of the Games, and also gave their consent to participate in the Game through Mobile Internet Banking.

Decision:

The main prize in the promotional game is a trip to Milan for two persons with travel expenses, hotel accommodation and food paid, where the winner is given a visit to the image studio in Milan (hair, makeup, selection and purchase of three sets of clothes).

Image for post
Image for post
Key Visual

The visual solution emphasizes the emotional component: Milan is the center of the fashion industry in Europe. Every girl dreams of being perfect and Belagroprombank provides such an opportunity.

Image for post
Image for post

The design of all visuals is made in the style of movie posters and fashion posters to emphasize the main prize — a trip to one of the main fashion capitals in Europe.

Image for post
Image for post

The bright video sends the main message very well and introduces the consumer to the mechanics of the game.

Image for post
Image for post
Image for post
Image for post

Advertising campaign “Passion for Perfection” is a step towards more emotional communication throughout the brand.

TV

The campaign started on July 9, 2019 in Belarus.

Client: Belagroprombank, Visa

Agency: IDEW MEIDA BELARUS

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch

Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore

Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store