As if we didn't already have enough problems, in March 2013 weather in Georgia was being quite unpredictable. So we decided to use its unstable nature to TBC Bank’s advantage.

The bank had just updated its digital platform to accommodate every whim of the customer. However, people preferred to stick to their old ways and keep crowding bank offices.

Our mission was to convince public to give digital banking a shot. The nearest bank was just a click away. But this wasn’t enough — we had to present credible arguments why banking digitally is preferable to actually going to a bank.

We blended time, weather conditions and a few nice words into tailored banners. Each banner provided a realistic glimpse of the world outside at that exact time and location. Stating the obvious truth, banners showed why digital banking beats going to a bank come rain or come shine.

The banners were displayed on the most popular sites of the Georgian web. Each time users visited their favorite sites, our banners greeted them with an individual argument based on actual data to try digital banking if they were “feeling under the weather.” Apart from providing beautifully designed useful information about the current weather, they demolished the fourth
wall and spoke directly to the viewer with a direct, witty tone corresponding the nature of online communication.

TBC Bank serves around 1,000,000 customers from all paths of life ranging from gargantuan corporate entities to college freshmen. Given the characteristics of the product, we chose the web as the primary arena for our marketing efforts. Online audience of approximately 2,000,000 covers a vast portion of the internet-literate target market.

Our foremost objective was to spread the word as effectively as possible. Web banners became the mouthpiece for our campaign as they integrate fully within the fabric of the internet – providing visible online presence on a large variety of sites and easily measurable data.

Over the course of the campaign (March — April 2013) TBC Digital Banking platform experienced following increases:

Unique visitors: +94.8%
Daily registered users: +123.2%
Mobile app downloads: +37.6%
Unique banner clicks: CRT 2.8%
Total clicks: 22,482

The initiative garnered additional free media exposure – it was covered by the Marketer, one of the leading sources on Georgian advertising.

Weatherproof Banking for TBC Bank

Voyage Crew:

Creative Direction: Vakho Vakhtangishvili.

Account Management: Shota Khakhaleishvili.

Design: Nino Lazarishvili.

Development: Irakli Kvirikashvili.

Entropy: Wilfred Avaliani.