AGROBANK
Client; Agrobank
Creative idea & Strategy: Shakhrukh Nizamutdinov
Creative copywriting: Saima Djakhangirova
Account management: Saima Djakhangirova
Art Direction: Alisher Ahmedov
Graphical Design: Shahzodbek Turobov
Production: ART CRAFT
Director: Davlat Arabshoev
DOP: Artyom Ibatullin
In Uzbekistan, the working class an average earns $100. Most often, they don't have any higher education are not skilled in using financial products, and know little about bank deposits or savings. At the same time, almost every bank in the market develops campaigns and ads targeting a different target audience - so-called "white-collar"s. Simple laborers might not be financially literate and only earn $100, but they constitute 60% of the country's able-bodied population, translating to around 10 billion dollars of the potential savings market.
AgroBank was the first bank to advertise savings to truck drivers, salesmen, farmers, and other common people. This is how the project "The Commons' Money" was created. Our goal was to show that even with small income, it's possible to grow financially through banking services.
Results:
The amount of savings has increased to 220% after the campaign was launched.
The amount of savings opened by the labor class has grown by 62%.
In total, within six months the sum of savings in Agrobank has increased by 86 Million US$