Lazy Investors
Клиент
TBC bank
Рабочая группа
TBC:
CMO - Nodira Shermatova
Product Marketing Manager - Malika Niyazmetov
Lokals Central Asia:
Strategist - Farkhod Norbaev
Creative director - Shaha Saliev
Copywriter - Amaliya Tareniyazova, Said Nazrillayev
Art director - Farrukh Gaziev, Stanislav Babich
Project manager - Tatyana Sitnikova
Задача
Context
Every modern Uzbek has clear financial dreams: to save up for a car, have a wedding, build a house...
To achieve these goals, they rely on old, familiar methods: saving money "under the pillow," giving their salary to their mother to save more, or contributing to "gaps" (community savings).
Unfortunately, these methods seem much more reliable to people than bank deposits.
Creative idea
We are TBC Bank, the first digital bank in Uzbekistan.
Of course, we offer our own profitable deposit options for our clients. But how can a bank convince people that deposits are a reliable way to accumulate significant savings?
For example, by using ordinary deposit clients as financial stars on the covers of the country’s leading business magazines.
We found TBC users who have been successfully using our deposit products for a long time, partnered with top magazines in Uzbekistan, and organized a glamorous photoshoot.
As a result, the portraits of these ordinary people, along with their success stories of using deposits, became the headlines of glossy pages, went viral in digital media, and helped us attract new clients to our deposit products.
Results
Reach: 5,000,000+ people
TBC app installations: 56,000+
Increase in the number of active depositors: +44%