Alfa x Imanbek: meaningful collaboration for banking clients


Alfa-Bank Kazakhstan

Рабочая группа

Alfa Bank: Mariya Mun, Aigul Sapraliyeva
Production: Paperbox
Director: Malik Zenger
Sound producer: Arsen Oganessov


According to market research among 1500 banking clients banks are mostly perceived as too serious organizations with difficult processes.
”There is no emotional connection between people and banks”, ”We need the bank that will solve our financial issues and communicate in a joyful and easy way”, - tell people about banks

Alfa – is the fastest growing digital bank that continuously improves banking products to make them convenient and help clients solve banking issues easily. ”Client is in the heart” – this is the value of Alfa-Bank
We decided to launch marketing campaign that will not only tell about bank but will also do it in a creative way, making others happier and more inspired

We invited Imanbek, worldwide known sound producer that received Grammy award for his remix ‘Roses”, to collaborate and create something outstanding together.
We launched a campaign that delivers the message: “if you love your life and enjoy the things you do, you will be able to make the world better”
With Imanbek we launched 360 degree integrated campaign that follows clients across their client experience

1. First of all together with Imanbek we created positive dance track “Feel good”. The track became viral, existing not only on Apple music, iTunes, VK, OK, Shazam platforms, but also on other music sites. It is also available on our call-center line 2051, so our clients can enjoy it while waiting for the response. 2. For the music track we also created video clip. The key message of the clip is: if you are positive, love your life and the things you do, then you will be able to make this world better. Within first month the video gained more than 500 thousand views organically (without any cost) on Imanbek and Alfa YouTube accounts, 26 thousand likes and 2 250 comments (among them ∼90% are positive). The video was among 50 most trending videos. Moreover, it became viral and other YouTube channels made a placement of the music track. 3. For TV ad we took an episode from the video clip and added product placement. Every month we reach 4,5 mln people in TV communication 4. To build incremental reach we show the ad at online channels: Instagram, Facebook, YouTube, TikTok. Every month we have more than 4,2 mln views 5. The collaboration post was placed not only in Alfa’s SMM accounts but also in Imanbek’s accounts. To sum up, we reached around 550 thousand people organically (without any cost!) 6. All big news platforms told about ”the collaboration of the year”, as a result we got 1,9 mln views! Remarkably, half of the news platforms told about the collaboration for free. 7. The communication with Imanbek is on Almaty’s biggest led display on Satbayev street and in Almaty’s and Nur-Sultan airports. As a sum we reach around 2 mln people monthly 8. The communication is also in our branches and ATMs. Every day more than 100 thousand clients visit branches and use ATMs 9. The site the communication with Imanbek gains around 2 mln views monthly, the mobile app ”Alfa-Bank Kazakhstan” has more than 400 000 views 10. Collaboration with Imanbek was announced for all bank employees at our internal event where everyone had fun dancing and participating in competitions.
Some news platforms called this collaboration ”the collaboration of the year”, because it became the campaign of the-word-of-mouth.
Never before have any banks launched a collaboration track, video clip and marketing campaign with Grammy award winner. We are happy to set the trend, changing the perception of the bank by Kazakhstani people.