Jolbors Festival Awards — 2022 /
PR /
Reputation & behavioral communication
Agency
GForce
Client
Alfa bank
Description
"All these ads about customer care, that the bank does everything for us — these are just words. The bank thinks about its profit, not about us", — everyone who watches bank ads thinks so. Because banks talk about themselves — about their products and achievements. But people don’t believe the words anymore. Especially entrepreneurs who are very rational and know how to count money. Moreover, during the crisis and quarantine, when small business has a hard time.
Therefore, when Alfa-Bank decided to make communication for small business, we offered them to do an ad not for the bank, but for the bank's clients: if our clients feel comfortable using our mobile app, if they earn more money cause they don’t pay any commission fees, and if their business grows — this is our best ad.
We aired a campaign "Our clients — our best ad" and offered bank clients to make an ad of their business for free and even to run it on media at the expense of the bank.
On the promo page, bank clients filled out a form with information about their business and uploaded short video stories about it. After the moderation, videos were inserted into a prearranged template and published in the media reaching clients’ target audience.
Bank clients’ ads were placed on TV, social media and outdoor.
Requests came from all over the Kazakhstan. First 7 days — 300 requests from small business clients for advertising.
The campaign received widespread PR-coverage and warm responses from the bank's clients.
As a result we reached over 11 000 000 people.
The campaign is still ongoing. Alfa-Bank will continue making free ads for its small business clients.
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