A. FILM
B. PRESS
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. INTERACTIVE
H. CREATIVE USE OF MEDIA
I. PR-PROJECTS
J. MARKETING SERVICES PROJECTS
K. ADVERTISING CAMPAIGNS

H-04-14. Blue bird

AgencyKinograf
Creative headVitaliy Kokoshko
Author of ideaOleg Kiselitsa
ProductTarget credit at point of sale
DescriptionSituation:
In autumn 2012 household appliances stores together with their partner banks hold an action “0% loan interest”. Due to low profitability “Renascence Credit” Bank refuses to take part in this action. How to win against competition’s “zero action”, using minimum budget and persuade clients to take loan at “Renascence Credit” Bank?

Goals:
- Maintain sales volume at September 2011 rate.
- Retain existing customer attraction dynamics.

Solution:
We have called for customers to catch luck’s tail! Lottery was announced by a blue bird of luck, which brightly marked out “Renascence Credit” counter among competition. To make our message more notable, we’ve decided to use the whole space of a trading hall. Customers’ attention was attracted by wobbles, radio-commercial and an animated screen-saver on displays and TV-panels.

Result:
- Issued loans sum increased by 16% compared to the same period of the year 2011.
- Not only did this campaign held customer attraction dynamics, but also increased it by 10%
- Action awareness among appliances stores customers made 90%.
Team membersStrategist: Victoria Makarova
Creative Group Head: Andrey Latansky
Art Director: Maria Ryaboshlyk
Copywriters: Oleg Kiselitsa, Sergey Gulyk