TRANSACTION MERCH
Клиент
ForteBank
Рабочая группа
ForteBank
Marketing Director: Anton Kim
RA Kombinat
Creative Director: Nikita Yermolayev
Group head of Creative Department: Natasha Shteinbrener
Account Director: Yelena Dmitriyeva
Account Manager: Nargiz Karzhas
Merch Producer: Anna Ryazanceva
SMM manager: Diana Cherkashina
Art director/Photographer: Vasiliy Shvetsov
Assistant photographer: Viktoriya Abramova
Gaffer: Gennadiy Belyh
Videographer: Mikhail Prikhodko
Gaffer: Ilya Kim
Assistant: Ruslan Arsamikov
Backstage: Rustam Abenov
Set Designer: Arailym Jumadullayeva
Stylist: Aizat Sarsembayev
Assistants Stylist: Anel Ten, Malika Suieubergen
Makeup&Hair Artist: Alexandra Davydova
Assistant Makeup&Hair: Darya Norkina
Задача
THE SITUATION:
Loyalty programs are often taken for granted by customers and tend to be ineffective. For instance, a bank's merchandise.
Employees use it, but customers don't need it. Nobody wants to associate themselves with banks.
THE OBSERVATION:
The most valuable things for people tend to be those that are out of our reach. Things that money can't buy.
THE IDEA:
We decided to change the approach to the bank's branding and created TRANSACTIONAL MERCH - items designed by well-known artists that people would really want to get. They cannot be purchased with money. Each item had its own price - a specific set of actions within the app.
https://www.instagram.com/iamfortekz/
MARKETING RESULTS (Comparative period 2 months before promo and 2 months during promo):
- the amount of the transfer of funds increased by 8,28%
- the app downloads were increased by 147%
- the total amount of transactions in cafes and restaurants increased by 12%
- the total amount of 38 000 cards were issued online during the course of the campaign. The total quantity increased by 6%.
PR RESULTS (for the promotional period - August-September 2023):
- 9 700 000+ audience reach
- 100 000+ of interactions
