© rta: DIGITAL AGENCY
HOW TO BRING THE BANK TO THE TOP OF YOUTUBE TRENDS?
BANK "HOME CREDIT" CHANGES POSITIONING.
Becomes a financial partner for smart shopping.
+78% рост конверсии в корзину
+78% рост конверсии в корзину
SHOPPING CARD
Installment card
MARKET PLACE
Online supermarket of goods in installments
"BENEFIT" DEBIT & CREDIT CARD
Attractive loyalty program
CASH LOAN
Loans at no extra cost
SERVICE
"MY CREDIT"
Convenient service for repayment of credit debt
5 NEW PRODUCTS
Occupy smart shopping territory
OUR GOAL:
Build knowledge about bank products that help you make smart purchases and discover new opportunities.
Build the image of the bank as progressive and modern - a real financial assistant.
WATCH CASE
The topic of financial literacy is often not of interest. A typical target audience quote: “it’s so boring to understand all the intricacies of banking products”

Millennials prefer sharing over shopping and online over offline, and advocate for ease and mobility. Financial planning and the attendant red tape is out of their typical interests, and the need to understand the conditions for the provision of banking services for the younger generation is akin to punishment.

THE MAIN BARRIER OF THE TARGET AUDIENCE:
To talk about Home Credit bank products that will support you at any difficult stage in your life, we created a unique reality show in the format of an online simulation (like in The Sims, only with real people!).

Spectators will be able to control "Sasha" and "Masha", confronting them with difficult life challenges.
STARRING:
As sponsor of new opportunities and financial assistant:
HOME CREDIT BANK
In the role of life that throws up challenges:
INTERNET USERS
As judges and assistants:
BLOGGERS AND OPINION LEADERS
As couples:
REAL FAMILY COUPLES
IN THE CENTER OF THE SHOW - COMPETITION BETWEEN COUPLES
Who is better at handling all the user challenges? Who will complete all the tasks faster? Who will win the hearts of the audience, collect the most votes in the end and win the main prize from Home Credit? The choice is yours.

At stake is 1 million rubles, and the tasks become more complicated from episode to episode: presenters and viewers make suggestions, and participants bring their tricky fantasies to life.
PROJECT ECOSYSTEM:
PROJECT STAGES
We are launching a teaser video of the project and announcing advertisements in popular media
PROJECT ANNOUNCEMENT
2 WEEKS
Users select 2 couples who will participate in a reality show
FAMILIES CASTING
2 WEEKS
Over the course of 5 issues, couples cope with the vicissitudes of fate, competing with each other
5 CHALLENGES
5WEEKS
The couple that successfully completed all the challenges receives a project prize and fame in Runet
AWARDS AND FINAL
1 WEEK
LIGHTS! CAMERA! ACTION!
Announce the campaign in official Home Credit channels.
STEP 1
Make native PR activations in the media.
STEP 2

Select relevant bloggers-hosts of the show.

STEP 3
Conduct a public vote for the most popular finalist couples.
STEP 4

Launch a banner campaign on high conversion resources.

STEP 5

Create a native campaign on bloggers' channels.

STEP 6

Shoot a reality show in real time, actively communicating with the audience.

STEP 7
Choose the winner of the show.
STEP 8
CAMPAIGN FEATURES
We have adapted the familiar reality TV format to YouTube. We got the synergy of a proven TV genre and the interactivity of a new platform that is attractive to the target audience.

In the process, the audience was actively involved in the process and influenced the plot not only through voting, but also through comments. The logic of the show's development directly depended on the reaction of the viewers, even if their posts appeared on the eve of the release of a new series.


FORMAT ADVANTAGES
The total number of views is more than 10 million. The average viewing time is 7-8 minutes, more than 25% watch a 10-minute video to the end.
HELP TO KEEP THE INTEREST OF THE VIEWER
The characters face insurmountable obstacles, and the viewer worries about them. For example, after the task, in which the characters of the show Masha and Zosim order pizza, performing an acrobatic act, the audience began to vote more actively for the couple.
INCREASING THE DRAMA OF THE SHOW
Classic life difficulties (arrival of parents, party or wedding) help to natively integrate bank services into the show. Situations that in ordinary life are fraught with nerves and holes in the budget are resolved here easily and quickly thanks to the bank's products: from a cash loan to a card with an increased cashback.
THE SUCCESSFUL ROLE OF THE PRODUCT
IMPRESSIVE RESULTS
views
13 000 000
average viewing time
8 min
watched a video to the end
40%
consumers who opened a bank account - the target audience of the project (18-34)
70%
in YouTube trends
№3
CASES:
BUT THE MAIN THING IS A POSITIVE REACTION OF CONSUMERS