The credit line of "StatusBank" OJSC products has several advantages for clients: it is issued without references and sponsors for one visit the decision to issue a card is made in 20 minutes and the percent is only 10%.
In the course of the campaign we have beaten the main USP in the form of a low percent rate tagline "We don't screw up" and an image of an understandable metaphor.
In a series of short videos there are 3 characters: a redheaded girl, a bearded guy and a fluffy dog. Each of the characters appeared before the audience: with a twisted hair, mustache and wool, respectively. Curls straightened up after enumerating the advantages of the card - so it was possible to paint a play of words and back it by enumerating the advantages of the bank's services.
Communication was also based on the images of people with curly and straight hair from the video in key visuals. Emotional visuals were enhanced by a list of rational advantages of the product. The product tagline maintained the image and helped to build up a competitive edge. The chosen format of presentation suited the tonality of the bank: friendly, democratic and pathos-free.
As a result - bright visuals, POS materials and a series of short videos, which were remembered by customers and formed a positive image of the bank.