monobank “Can we mono?” (Grand Prix EFFIE 2020)

Can we do so that someone else's advertising becomes ours?

Goal:
“Can we grow by 150,000 clients per month?” The goal was to attract new clients, change the perception of a conservative audience towards a new-format bank, and convince them that a smartphone-based bank can be better than a traditional one.

Project Idea:
TV ad blocks are filled with commercials for food, beverages, and gadgets — all of which can be purchased in installments or earn cashback with a monobank card. We made other brands’ ads promote monobank’s installment and cashback offers!

Media:
The campaign ran on TV, digital, and outdoor platforms. A total of 125 video versions were created, targeted at different audience segments. On TV, we implemented an innovative media solution — “trailers” — 5-second spots aired immediately after commercials for gadgets, beverages, and food. These short spots highlighted that the advertised product could be bought in installments or earn cashback with monobank.

Period: July–October 2020
Results: 400,000 new clients during the campaign