Film > TV / Cinema Film: Sectors
THERAPY, London / HOME CREDIT BANK / 2018
Overview
Credits
BriefExplanation
This creative execution hinges on showing the ‘benefit of the benefit’ – so instead of talking about the benefits of HCB’s Marketplace the commercial talks about the benefits of what buying things from Marketplace can do for you.
Interesting real-life casting and naturalistic performances led to some arresting notions of what a bank is there for, and what’s possible.
‘A bank that keeps your beer cold?’ ‘That’s possible’
‘A bank that knows the way to Al’s house when you don’t?’ ‘That’s possible’
‘A bank that turns your daughter into a youtube star’ ‘That’s possible’
And by making the idea part of the communication construct rather than just a sign-off this disruptive execution continually reinforces the concept of enabling at every touchpoint and across everything we do – helping to show that ‘Now Everything’s Possible’ isn’t just an endline, it’s the brand’s reason to exist.
EntrySummary
Home Credit Bank (HCB) is a Czech bank that specialises in point-of-sale loans for consumers who want to split the cost of higher value items. The company also offers various other financial service products such as debit and credit cards and cash loans.
In 2017 HCB set out to re-launch its brand in Russia against a difficult consumer context: the bank had an historical reputation amongst Russian consumers for being dishonest, charging high rates than competitors and overall not feeling as friendly, open and user-friendly as the rest. It had become a proposition for ‘times of desperate need’ rather than a value-adding proposition. To add to this, Russian consumers weren’t keen on the idea of borrowing from institutions; it came with a built-in sense of shame and ‘unworthiness’.
HCB and Therapy developed a communications strategy that could overturn this negative brand and cultural equity and drive commercial success.
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