RRSB's payroll project is a unique new offer for small and medium-sized businesses from RRSB-Bank. The Bank strives to offer its customers simple and convenient solutions by implementing innovations, searching and using new opportunities. And this time it has become the first bank in the CIS and RB in particular to pay 0.1% of its customers for a payroll project.
The task was to tell about the novelty. And we had to do it in such a way as to attract maximum attention to the bank and thus increase traffic through a bright ad campaign.
The main message: earn money on salary projects with RRB. Hence the decision. Everybody is used to paying the bank but we have the opposite. Everyone is used to the fact that a payroll project doesn’t bring profit and we are changing this approach. And we are making it clear. The salary project was called "The Other way around" and the tagline was a clear promise "Now it's not you who pay the bank, it's RRB who pays you".
The key image of the campaign was a giant carrot planted in a pot but quite the opposite - from below the leaves from above the fruit. It’s perfectly expresses the main idea of the project.
As communication channels were chosen those that are closest to the bank's audience: couch banners, outdoor ad boards, native ad in printed publications as well as radio. The information was presented through inversions, turns and rearrangements which made it possible to support the main idea and make communication unified.
We created a visible ad campaign and told consumers about the new salary project.