Direktna Banka
Client: Direktna Banka
Services: Branding & Visual Identity / Communication Strategy / Video Production / Website Development / Social Media & Digital Marketing /
Years: 2017 - 2021
No one said banks were cool.
Neither did we.
In fact, we claimed just the opposite.
A Serbian bank was repositioning itself on the local market, and needed an original solution for its upcoming 30-day campaign for cash credits. Aware that our creative direction might be a little offbeat, we nonetheless stayed true to the original idea.
Yes, we could have used the typical mise-en-scene for the finance industry: an image of a picture-perfect middle-class family living the dream. But that kind of family today exists in dreams only, or maybe somewhere in Sweden. Certainly not in Serbia. To avoid hypocrisy, we referred to the general perception of the Serbian public towards the banking industry - where the banks are the ones who ‘pluck', ‘crop' and ‘ride' their customers like cattle.
After all, this is Balkan hardcore capitalism we’re talking about, and the rules of the game are harsh.
The pun intended in the tagline plays on the local slang for cheeky manipulation (In English the closest would be “we don’t take you for a ride”)
The goal was to state in the bluntest possible way that this bank is treating its customers with transparency and respect - no added sugarcoating, no hidden costs or false promises that have been a trademark of the local economy in the last couple of decades. This bank is listening, and wants to earn your trust instead of abusing it.
As expected, the campaign draw considerable media attention in Serbia, provoking a discussion across print and online channels. If we have managed to open a door to a wider public debate on the state of the industry and its relationship with the consumers, then we’d say the campaign was a success.
Other than that, we let the numbers speak for themselves. Our combined TVC + OOH + Digital & Social Media campaigns have hit way above the targeted number of leads (individual credit sign-ups) so the client happily extended the campaign for another 30 days. And then again, for 30 more. Cheers to that.
It seems we've also designed and developed the bank's shiny, new website. Drinks on us.
