In Kazakhstan not all the population relies on bank cards: 37% of Kazakhstanis withdraw the whole amount once they get paid. Many people still carry money to other cities in cash, despite the fact that carrying cash is far from being safe or convenient.

ForteBank offers FortePay, an easy-to-use tool enabling customers to transfer money to a holder of a particular telephone number.

The Agency was expected to draw attention to the new money transfer system through virus communication to reach out to at least 1 000 000 million;

the aim was to highlight how easy the app is to use, encouraging more money transfers through FortePay.

In Kazakhstan not all the population relies on bank cards: 37% of Kazakhstanis withdraw the whole amount once they get paid. Many people still carry money to other cities in cash, despite the fact that carrying cash is far from being safe or convenient.

We came up with a simple idea to shoot a boring and protracted ad to highlight how weird it is to rely on cash in the 21st century, given that money could be easily transferred if one knows at least the recipient’s phone number, with the transfers made even easier with FortePay in place – an easy-to-use tool enabling customers to transfer money to a holder of a particular telephone number.

The target audience for the ad consisted of people who are not yet in a habit to transfer money online.

The strategy was to shoot a stimulus ad that would show how boring it is to carry money in cash so that the audience could be discouraged from doing that; the ad was to be uploaded on YouTube to be further picked up by the media and entertainment platforms popular across Kazakhstan.

Watching the 9-hour-long ad to the end enabled to feel the unreasonableness of carrying money in cash. We felt nobody was going to watch such a long ad, therefore we “hid” a sizeable amount of money in the ad, the “key” to the money could only be obtained through seeing it out.

The message to be conveyed was that the ad is protracted and unreasonable in the same way as any attempt to carry money in cash is.

The target audience for the ad consisted of people who are not yet in a habit to transfer money online.

The strategy was to shoot a stimulus ad that would show how boring it is to carry money in cash so that the audience could be discouraged from doing that; the ad was to be uploaded on YouTube to be further picked up by the media and entertainment platforms popular across Kazakhstan.

Watching the 9-hour-long ad to the end enabled to feel the unreasonableness of carrying money in cash. We felt nobody was going to watch such a long ad, therefore we “hid” a sizeable amount of money in the ad (Euro 2 300, the average salary in 2019 stands at Euro 400), the “key” to the money could only be obtained through seeing it out.

The message to be conveyed was that the ad is protracted and unreasonable in the same way as any attempt to carry money in cash is.

Original 9-hour ForteBank's long commercial:

https://youtu.be/zQ-vl4xVdb4

Project reach: 5 000 000

The video got 600 000 views (1 000 000 by the moment of submitting the application).

30 media outlets covered the ad, with the brand explicitly mentioned in the materials. Notably, 2 TV channels included the story into their nightly news. All of this at no cost for the Agency.

Total number of publications 70 including posts in social media.

The number of money transfers through the ForteBank app via FortePay facility grew by 20% month-on-month.