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
J-01-10. NOTHING CASHIONAL
| Agency | Red Pepper |
| Creative head | Danil Golovanov |
| Author of idea | Danil Golovanov |
| Product | Green card |
| Description | “Greencard” is the unique bank product that makes shopping comfortable, pleasant and advantageous. However, almost 90% of Russians prefer paying by cash, not minding all the disadvantages that cash money have: it can be easily lost or damaged, need counting and is just not that comfortable to be carried with you comparing with a credit card. But how can we make people trust cards? Nothing CASH-ional! Cash is just uncomfortable! We decided to make tricks with our shopaholic clients in their favorite places of habit – trade malls. Promoters, which look exactly like usual clients, were losing their cash money as if they were just oblivious and messy. When people around tried to give them lost money back, they were immediately contacted by hostesses who awarded these honest people by issuing a card within 10 minutes. Those, who did not want to give “lost” money back to our promoters, also received a surprise. On each banknote there was a message, saying that they can loose money too someday. And they should use “Green card” not tot face this problem. This happened to be a great motivation to start a new bank product too. Results: $1500 cash invested into non-cash shopping. Thousands of mall visitors participated in this trick. Brand awareness increased for 38%. Selling increased for 112%. |
| Team members | Nikita Harisov, Creative Director Irina Korotich, Art Director Natalya Kotovskaya, Designer Ivan Sosnin, Copywriter Evgeny Harchenko, Video production Valentina Berezina, Event director |
