"Halva" is an installment card from "MTBank."
By the beginning of cooperation "Halva" was already present in the market for about 6 months. During this time the project has developed seriously enough - the number of partners of the program grew every day there were more cardholders. But the existing rates didn’t meet the plans and were much lower than expected. The task was to carry out ad campaign for the fast growth of the number of references to bank branches for a card.
The audit of the product and the audience allowed us to draw a clear conclusion that the product that was potentially interesting to the market was simply not clear - people didn’t read the advantages and new opportunities that Halva offered them and therefore considered it more as a standard product. And some even feared that they were being deceived without understanding how a bank makes money in this scheme. We decided to develop an information campaign and explain the product clearly. It should be noted that the target audience of "Halva" is people with average and below-average income who periodically feel the need to borrow money, trying to save, ready to buy on credit and even better in installments. These are people who watch TV and trust it. That's why we made a series of news-style clips in which ordinary people tell us how and why they use Halva. Each story worked out a product category or a card feature. We were able to "reach out" to consumers - because they got information in their usual format - from news interviews with people like them. To enhance the effect the studio of our information show "Sweet Life" featured well-known Belarusian TV presenters Denis Kuryan and Marina Gritsuk.
The first few weeks of the ad campaign led to impressive results - the number of references increased many times and exceeded the planned figures. The task was completed and the bank launched new products based on "Halva".
All Halva videos can be viewed here.