In an integrated campaign for housing loans, we used a series of amusing scenarios with a couple struggling with the effects of multiple relocations to illustrate the delicate existential problem of tenants.
Through TV, radio, print, OOH, digital, and PR, the status of long-term tenants was depicted, in conflict with the sense of belonging as one of the crucial components of human self-esteem. Possession of a property helps one rediscover their sense of self-worth and pride.
Results: Campaign visibility was 9% higher than the competition during the same time period, and brand visibility was 8% higher. The most significant outcome was that Erste Bank reached a share of 15% of home loans on the Serbian market during and after the campaign, which was an excellent achievement for a bank of this size. In addition, the bank boosted its share of home loans by 3% from the previous year, while the number of potential digital customers rose by 113%. The campaign “On home ground” was the second-most successful in Serbia in 2017 and received a silver Effie in the financial category.