#AdLessMovie
Клиент
ATF Bank
Рабочая группа
McCann Almaty
General manager - Elvira Shaiken
Client service Director - Svetlana Tishenko
Creative Director - Mikael Karapetian
Creative Group Head - Аzatkhan Uxikbayev
Senior Art Director - Sergey Starykh
Designer - Askar Sergaziev
Designer - Nelli Orazbayeva
Account director - Gaukhar Jambayeva
Account director - Yekaterina Gorelova
Account manager - Dinara Serikpayeva
ATF Bank
CEO - Sergey Kovalenko
Marketing Director - Dina Yun
Marketing Specialist - Anna Borissova
Задача
Situation:
ATF Bank’s new creative platform presents useful lifehacks – if you use a bank card vertically, you can regularly get pleasant stuff. However, this only works with #1Platinum vertical card. It is important to prove to consumers that these are not just words.
Insight:
People are annoyed by advertising, especially when it is shown in long-playing blocks right before the long-awaited cinema premieres.
Idea:
#AdLessMovie - a new lifehack that allows saving the entire cinema hall from watching a tedious ad by simply buying tickets with #1Platinum card.
Results:
Lifehack launched on the day of the most awaited summer premieres. By the request of the audience, one-time activation grew into a regular one and expanded into two cities - Almaty and Nur-Sultan. During the advertising campaign, the number of applications for the ATF Bank card increased by a record of 85%.