Connect with the Bank
The Slovak Guarantee and Development Bank is the only state-owned bank that has been on the Slovak market for more than 30 years. After defining strategy and identity, it aimed to increase awareness and stand out alongside strong competition.
The general public—especially entrepreneurs as the target group—had long been unaware of the bank's attractive products. In order to improve the image and highlight the bank's unique qualities, we created a creative concept that could build on the client's previous promotional activities. Therefore, we designed and implemented a branding campaign with the aim of increasing brand recognition.
Louder Brand Presence
The Slovak Guarantee and Development Bank consistently refines its loan products to address the needs of small and medium-sized entrepreneurs, who have been neglected by other banks. However, the gap between the bank’s approach and public awareness led to significant competition from other banks with considerably larger media budgets. Therefore, we designed and implemented a branding campaign aimed at increasing the bank’s visibility and reaching the target audience.
Changes in Perception
We also aimed to improve the perception of the category of small and medium-sized entrepreneurs (SME clientele), who are crucial for the bank, as its current portfolio of loan products is specifically tailored to their needs. This goal had to be pursued on multiple levels, primarily through above-the-line advertising and more streamlined social media management. Through each channel, we aimed to enhance overall brand recall and establish the bank as a strong alternative for entrepreneurs seeking loans.
Triple Casting, Better Recognition
Entrepreneurship in the 21st century differs from previous eras, and this shift extends to a key group of entrepreneurs—farmers. To change the perception that the bank primarily serves agricultural businesses, we developed a concept that could be effectively adapted visually.
We segmented the potential clientele of the bank into three categories: businesses aiming for sustainable practices, those focused on enhancing the quality of Slovak food production, and those dedicated to preserving traditional craft techniques. The casting for the video spots focused on three distinct types of entrepreneurs, helping us evaluate public affinity for the brand. Through precise personalization and behavioral targeting, we aimed to build awareness within these specific audience segments.
Effective Media Formats
The brand awareness campaign primarily focused on video and audio, supported by static visuals derived from the video spots. Using the activation slogan “Connect with the Bank,” we engaged the audience with the campaign. Recognizing the intense competition, we chose non-skippable formats to ensure the complete delivery of the campaign message. These formats were distributed on YouTube and via programmatic buying of out-of-stream formats, which were displayed directly on interest-specific portals targeting specific audiences.
Sound Branding in Podcasts and Radio
To maximize visibility, the video campaign was supplemented with banner formats. We placed a strong focus on portal branding and utilized audio advertising with sound branding. Online, we leveraged the largest Slovak podcast platform by purchasing ad slots in business and economic podcasts. This was further reinforced with on-air promotions on Rádio Expres. To ensure comprehensive brand building, we integrated sound branding into our social media content as well.
Data-Driven Success
With strong creativity and a well-executed media strategy, we successfully reached the target groups and achieved the expected KPIs for reach. To assess the branding campaign’s effectiveness, we conducted an online survey to measure brand awareness and ad recall. Additionally, we performed a brand lift study on a representative sample, comparing results from a control group before the campaign launch to those of an exposed group immediately after the campaign ended.
The brand awareness campaign’s positive impact extended to the performance campaigns for loan products, where the average CPA (Cost per Acquisition) fell by 41%, leading to improved business results.
