(creative concept, scenario, storyboard, copywriting, graphics/animation, editing, SFX)
Dmitry Shchegolikhin - general producer, film editor
Timur Shaitkaliyev - creative director
Iliya Akhmejanova - project manager
Artyom Podkovyrov - producer, editing, sound
Olzhas Bayalbayev - film director
Mariya Roshchina - second director
Bakhtiyar Sadykov - cameraman
(production-service, administering, backstage)
Alexander Efimov, Alexander Sozonov - cameramen
Alexey Esipov - director
Yulia Kravchenko - art department
Galiya Begeyeva - makeup
Ayzat - stylist
To create an image and information campaign for YouTube so that the majority of videos would fit into a 6-second pre-roll format.
Main audience: young Kazakhstanis, 20-35 y. o.
Secondary audience: Kazakhstanis, 30+
Explaining the intricacies of a housing savings bank’s products is quite a challenge. Therefore experienced managers in the bank’s branches sometimes simply say to their clients: ‘Just do what I say and I’ll lead you to your house.”
We simplified the message to the refrain “Saving, saving,” which was accompanied by the characters’ clapping for better catchiness.
Then we came up with stories for a very short series about the life of a Kazakhstani family in their pursuit for housing.
Since the videos on YouTube would be shown time and again, we made each frame very detailed, so that the viewers would find something new each time they watched the bumper ads.
In addition to 4 short videos, in which the main action takes place within the first 6 seconds, we made a 60-second video clearly exposing what’s what.
Besides the series, we featured information videos with the bank’s managers, who were telling about the details of a product. The managers always ended their videos with a double clapping, uttering ‘Saving, saving.’
ALL INFORMATION VIDEO
Total amount of views: more than 1.2 m (creative)
Information videos: 1.7m views
Viewers who saw videos through to the end: 93%
Average CTR: more than 0.5%