KOLTSO URALA BANK: NOTHING CASHIONAL

Credits & Description:

Advertiser: KOLTCO URALA BANK
Agency: RED PEPPER
Category: Financial Products & Services
Advertising campaign: NOTHING CASHIONAL
Event Chief: Valentina Berezina (Red Pepper)
Creative Chief: Danil Golovanov (Red Pepper)
Art Director: Irina Korotich (Red Pepper)
Copywriter: Ivan Sosnin (Red Pepper)
Account Manager: Daria Lunegova (Red Pepper)
Creative Executive: Evgeny Harchenko (Red Pepper)
Marketing/Sales Director: Ivan Serebrennikov (Koltco Urala)
Event Producer: Kate Bamby (Red Pepper)
Creative Director: Nikita Harisov (Red Pepper)

Implementation
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.

Client Brief Or Objective
'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 has: it can be easily lost or damaged, need counting and is just not that comfortable to be carried with you compared to a credit card. So we need to make the target audience trust bank cards.

Execution
On each banknote there was a message, saying that they can lose 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. So, in both cases if people were honest and gave money back, and if they preferred to keep lost money - they received a direct brand message.

Outcome
Results:$1500 cash invested into non-cash shopping.Thousands of mall visitors participated in this trick.Brand awareness increased by 38%.Selling of credit cards increased by 112%.