Russia is one of the toughest market for banking services: nobody needs a bank as people usually prefer to keep their cash at home; nobody trust a banker and, even if they do, they are sure they will systematically underdeliver their promises.

Who else if not a bank called Trust could re-build the trust between customers and banks in Russia. But how to build trust then? Well, there is nothing than trust to breed trust.

So we hired the man whom Russiasn trust the most, Bruce Willis, and make him the face off with the bank at any touch-point possible with customers.

The results are just impressive: in 3 months, the inflow of new clients has been multiplied by 5.

Each touch-point with the audience has consistently delivered the Trust message with Bruce Willis as the face of the Bank - proving its commitment and dedication to deliver against bank promises: credit authorisation in 10 minutes, etc.

Thanks to this campaign, Trust Bank entered the top 10 best known banks in Russia and multiply by 5 the number of new clients in just 3 months, moving from 17% to 50% awareness, reaching 45% in ad awareness.