CHALLENGE
- Explore the «catchy song effect» through the audience’s perspective.
- Highlight the flip side of a successful commercial.
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
In our new campaign, we turned the spotlight on the flip side of advertising. The previous campaign, featuring bank ambassador Sergey Bezrukov, had a rhythmic, catchy song about the bank’s products. In the new ad, the song took on a life of its own, spreading beyond the commercial and becoming a part of everyday life. The commercial humorously captured Bezrukov encountering people singing the tune everywhere, from a train station to a café, and even during a morning jog.
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