Russian Standard: BANK IN A POCKET

Credits & Description:

Category: Miscellaneous

Advertiser: RUSSIAN STANDARD BANK

Product/Service: BANK IN A POCKET

Agency: RUSSIAN STANDARD BANK

Date of First Appearance: Sep 1 2009 12:00AM

Entrant Company: RUSSIAN STANDARD BANK, Moscow, RUSSIA

Entry URL: http://www.rs.ru/pocket_bank/

Head Of Advertising Department: Solodkiy Vladislav (Russian Standard Bank)

Media placement: Package of "Bank in a pocket" - Bank branches - September 2009



Describe the challenges and key objectives

Challenge: to create an attractive, convenient, intelligible, ergonomic and bright package for the “Bank in a pocket” product, which explains customers the essence of the product and motivates them to buy it.
Objectives:
1.To visualize the product in a tangible form.
2.The package should help the product distribution outside traditional bank branches in retail networks.
3.The Package should emphasize simplicity and convenience of using the product.
4.The package should add emotional advantages to functional product advantages.
5. The package should help to use the product on a daily basis: it's easy to carry, to take out and contains all the necessary information.
6.The package design should reflect the core of the product name – “Bank in a pocket”.



Describe the brief from the client

The 2009 Russian Standard Bank (RSB) has developed the advanced package named “Bank in a pocket” which includes:
•A current account with an accrual of 10% per annum;
• A no-name card (no-name, unembossed MasterCard );
•Internet-bank (maximum function and convenient design);
•Mobile bank,
an application for mobile phones (first mobile bank in Russia for iPhone);
•Free-of-charge transfers and payments (including p2p-transfers).
“Bank in a pocket”, developed by the Advertising Department of the Russian Standard Bank, played the principal role in introducing this innovative product to the Russian market.



Describe how you arrived at the final design

1.We've adopted the design Russian mobile operators and FMCG companies use for the packaging of their mass products of spontaneous demand (SIM cards, chocolate, gum) for our learning package of intangible services, selling services and products in boxes.
2.Creating design. RSB created an original package box which is a little bit bigger than a credit card. It contains user instructions, an activation code and a no-name bank card.
3. The package design was tested two times on target groups. The final testing showed all customers were absolutely satisfied with the design. Customers associated the design with concepts like «innovative», «simple» and «stylish».
4.Mass production and distribution
The product became available to be distributed in sales areas.



Give some indication of how successful the outcome was in the market

The product implementation is performed on a large scale in partners’ outlets (24,000) and bank branches (145).
In the first 5 months of the product implementation (starting 31st January 2010) 284 958 “Bank in a pocket” packages were issued. Now the percentage of active users is more than 20%.
The package allows to:
•Leave behind competitors (that sell depersonalized services in the form of agreements);
•Expand the distribution;
•Break an emotional barrier of customers, who think, that internet banking and mobile banking are complicated products;
•To motivate customers to buy the product on impulse and for emotional reasons.
BRS is going to implement about 1,4 million “Bank in a pocket” packages.