Brand Owner: HVB Bank
Date: October 2004
Media Agency: MediaCom
Other Agency: MUW Saatchi & Saatchi
Media Owner: NAY
Is this a TV campaign? An example of point-of-sale media? Or is it simply “ambient”? The answer is that this campaign combines all three -- a very good thing.
HVB Bank in Slovakia used an electronics retail chain -- and its TV sets -- as a medium to tell consumers about the benefits of pulling out the plastic.
Click to see larger photo .
HVB Bank in Slovakia had a particular challenge. The country’s consumers were beginning to cotton to credit and the bank needed to stress the benefits of buying desired products even when a consumer’s own funds fall short.
In the post-Communist era, it is a message that needs a little sensitivity. So a mass TV campaign was out. This idea reached the right people at the right time and it used a retail chain as a medium, as well as the traditional TV set. The media solution was to put the TV ad in an environment where shopping aspirations would be top of mind. MediaCom negotiated access to the TV screens in the popular electronic retail chain NAY -- which has a 20% share of the market in the country -- and a TV ad with a mix of music videos entertained the captive audience, all out looking for expensive and desirable gadgets.
The content was played on all the sets in each store at once, presenting an eye-catching spectacle and a break from the normal in-store fare of TV clips. During and immediately after the activity, HVB had three times as many new customer accounts opened in the same period before the campaign.
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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared’s Creative Media Database. www.csquared.cc