First Ukrainian International Bank (FUIB) launched an advertising campaign to promote deposit products. The bank chose Ukrainians who have a culture of accumulating funds, but prefer alternative ways of saving as the main target audience within the framework of the campaign. For them specially, FUIB offers the "Vilniy" deposit which is an ideal solution that enables not only to save and multiply money, but also to manage the savings freely: withdraw and replenish 24/7 in the new mobile application PUMB Online
The advertising campaign involves two stages - it will start with a sponsorship project with the "Ukraine" TV channel, the main task of which is to work out the "barriers" of product perception, and will continue with direct advertising.
On the air of "Ukraine" channel promotional videos have already been launched with the participation of hosts of rating programs of the channel - Oleksiy Sukhanov ("Amazing People", "Ukraine Speaks") and Olena Repina ("Real Mysticism"). "For the project, we chose the characters that correspond to different segments of our clients. The roles of ordinary people are performed by well-known media faces of Ukraine, which are trusted by viewers. For someone, free access to funds is important in the use of the deposit, for someone else it is the opportunity to earn even with a small deposit, and for others it is automation of the depositing process. Each video does not only demonstrate the advantages of a deposit at a bank, but also helps to develop the culture of preservation, accumulation and increase of funds in Ukraine," commented Nataliya Demydenko, Head of FUIB's Marketing Communications and Branding Department.
For example, Oleksiy Sukhanov - one of the most popular hosts of "Ukraine" channel - will help to undermine the main fear of starting a deposit which is loss of free access to funds in the event of force majeure. And Olena Repina will show on her example that the deposit is also a great opportunity for additional income.
The sponsorship project will last until April 30. Also in April, a large-scale national advertising campaign with the participation of Oleksiy Sukhanov was launched in support of the "Vilniy" deposit. "It was easy to act in the project for two reasons: Firstly, I am a bank customer and I know the product. Secondly, I belong to the type of people to whom the financial mobility is important, to whom it is important to have access to their funds at any time," Oleksiy Sukhanov commented.
MullenLowe Adventa Communications Agency worked on the idea of this advertising campaign. "The challenges that we encountered during the development of the campaign were to convey the benefits of the product to a wide range of consumers, and to dispel their doubts and fears," Svitlana Shynkarenko, CEO of MullenLowe Adventa, shared her impressions from the project. "The idea proposed by our agency is original and at the same time understandable: it is extremely difficult to write with two hands at once, but to do so is much easier if you write the same word with both hands at simultaneously. That is exactly how the "Vilniy" deposit from FUIB works -simply and conveniently."
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