A new campaign by Sberbank, one of the largest banking institutions in the world, tells us that it is so simple to bring joy and happiness to ones you care about when you have adequate financial support.
The platform created by MullenLowe and Friends aims to promote a new loan product that will differentiate a relatively new bank on the Serbian market from competition and also to attract a larger number of potential customers with an average monthly income.
This was not an easy task, considering the fact that domestic market is flooded with a large number of banking institutions. Therefore, Sberbank strategy was to offer the customers a loan with unique benefits; precisely, clients will now have the opportunity to take higher loan amount in relation to their salary, while their monthly installment will be lower due to longer period of repayment and very favorable interest rate.
In search of appropriate platform, MullenLowe and Friends creative team came to conclusion that loan name must clearly and directly suggest that the financial product is different and “superior” than others, so the name Super Loan was adopted as a solution. A plot of the TV advertisement puts the spotlight on family values, with mother (“mascot” of the campaign) that transforms into some kind of super hero in the eyes of her children when she gets a loan that will make children’s wishes come true.
The campaign started on 26th of April 2016, and in addition to TV advertisement, it includes outdoor branding, print ads in newspapers and magazines, as well as digital media.