CHALLENGE
- Create a modular commercial that can be easily adapted to any seasonal promotion.
- The goal was to clearly and vividly communicate the advantages of the Smart Weeks with Halva seasonal campaign.
ABOUT
Sovcombank is one of Russia’s largest private banks, ranking in the country’s Top 10. It holds the third-largest assets in the banking sector and operates on a federal level with an extensive network of 2,700 branches and mini-offices across 1,000+ cities and towns in Russia.
SOLUTION
SOLUTION
The campaign was built around a simple yet powerful consumer insight: you can buy everything you need right away and pay in installments. Sovcombank conducted a research to understand how much customers typically spend across different categories during peak seasonal shopping periods. As a result, they came up with a tailored product offer that helps reduce financial strain for families and induviduals when expenses are at their highest.
KEY CAMPAIGN MOMENTS
Smart Weeks with Halva is a recurring promotion in partnership with Halva’s brand partners:
HOME IMPROVEMENT SEASON
A time when many homeowners decide to refresh their interiors or take on major renovations. The rise of new fresh ideas for living space improvement drives the demand for building materials and services, often leading to higher prices.
SUMMERHOUSE SEASON
As nature awakens, people head to their countryside retreats to enjoy nature and fresh air. However, maintaining a summerhouse often comes with unexpected costs for buying tools, consumables, and seasonal supplies.
SUMMER VACATION PERIOD
A time for adventure and relaxation—whether it’s a nature getaway or an exotic trip abroad. Planning a quality vacation can be challenging for families, with significant costs adding up for travel, accommodations, and experiences.
BACK-TO-SCHOOL SHOPPING
One of the biggest financial burdens for families is having to buy everything from stationery to clothing and other supplies when their kids get back to school. Parents often struggle with these expenses, especially if they are raising more than one kid.
To maximize efficiency, we created a universal commercial with both fixed and variable elements. The variable part included the theme of the season, relevant products, voice-over, and decorative details. These can be quickly updated graphically without additional shooting or production costs. The fixed part included the campaign’s branding, its name, and the brand ambassador—ensuring consistency across all adaptations.
RELATED PROJECTS
CONTACT
Address:
115035, Kosmodamianskaya Nab., 52 block 1, Moscow, Russia
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