First Ukrainian International Bank (FUIB) has won silver in the Consumer Activation category for their festival card. Bank's marketing team won another award at Effie Awards Ukraine 2018 as the best team in its category
On December 12, at the Effie Awards 2018 ceremony, the most effective Ukrainian marketing communications campaigns were announced.
FUIB Festival card won silver in the Consumer Activation category. The category actually reflects clients' choice, since it only considered those products that got positive reviews from Ukrainians during the year. FUIB Festival card helped solve a topical issue of the guests of musical festivals - it simplified entrance, provided discounts on tickets, food, and drinks, and, most importantly, made it possible for guests not to think about "cash". FUIB set cashless zones at the David Guetta concert, as well as at 4 other festivals - "Westland" in Lviv, "Ostrov" in Odesa, "Upark" in Kiev, and "MRPL City" in Mariupol. In addition, one could also get FUIB Festival Card - which granted a 10 discount at bars and food courts - issued in bank branches and at the festivals grounds.
"The Bank created a unique new product, the first festival card in Ukraine that gives everything at once: priority entrance to music events, a 10% discount on drinks and food at foods courts and bars, as well as on the purchase of festival tickets using PayHub system, and many other benefits. In 2018, FUIB issued a total of almost 9 thousand prepaid festival cards. It's nice that not only young people appreciated our product, but also the leading market experts," commented Dmytro Polishchuk, FUIB's director of the department of retail business products.
The jury also evaluated marketing teams. FUIB marketing team took the first place in the financial services category. Marketing teams were evaluated by the leading Ukrainian experts, based on the integrated approach to marketing: visibility, creativity, effectiveness, and client orientation.
Effie Awards is the most significant marketing communications award which evaluates combination of strategy, creativity, and effectiveness of communications. In 2018, the jury which included more than 170 experts in the advertising and communications market, including leading marketing specialists working in advertising companies, top managers from communication agencies, media experts, researchers, and consultants, evaluated entries. All entries undergone three stages of evaluation. Only one-third of the submitted applications got to the final, of which 11 entries received gold awards, 18 entries received silver, and 23 entries received bronze awards.
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