Oschadbank is the State Savings Bank of Ukraine, employing 35 thousand people. Each Ukrainian citizen is its stockholder, as a matter of fact. In a volatile economic environment, Oschadbank is the only financial institution that provides 100-percent state-insured savings.
We created a positioning based on a simple strategic statement “Bank is the country”. We realized that a state-owned bank could not use the language of big-budget commercials and expensive posters.
Our main challenge was to remove all the extraneous stuff and open up to people. We cleaned up bank visual identity, did away with the percent sign styled from a small oak tree, and left the logo with neat lettering only, adding a key descriptor there – My bank. My country. We added yellow brightness to traditional deep green built-into Oschadbank identity, and, as a matter of fact, the underlying logo story is that it is just a green-filtered Ukrainian national flag.
We made a unified financial menu to replace a of host handouts scattered all over the branches. We also launched the Oschadbank.tv channel on YouTube to account regularly to bank’s stockholders and depositors.
The rebranding project of Oschadbank won the Red Dot Awards 2016 in the Brand Design category. It was for the first time that a Ukrainian state-owned financial institution was awarded a design and communication prize.
One important, even crucially determinative, was the do away with conventional ads and stick to documentaries. That meant doing away with actors, expensive sets, foreign directors and Hollywood budgets for all bank footages. Real people in a real life only. That manner of communication did work, since the two-episode communication “Cherish the Good” promoting a specific deposit generated the income of over 6 billion UAH in one month.
There is no doubt the world has changed dramatically. Nobody knows what will happen tomorrow but tomorrow is in our hands. The new campaign of Oshchadbank is all about this. So let’s explore new technologies and take care of our families to make our tomorrow great!
Advertising Campaign. Autumn 2016
Sometimes it seems that some things are incredibly difficult to do: to step under a cold shower, to venture upon singing in the street, or open your first deposit. But once you start doing it, everything turns out to be simple. Especially the deposits at Oschad 24/7. Click-click, and you have a deposit.
Advertising Campaign. Summer 2017
Oshchadbank initiated a national program supporting small and medium-size businesses. We have developed a strategy for the program, a name, and identity, which became the basis for all the program’s products. By the start of the campaign, we shot more than two dozen commercials, even with real people.
Small and medium-size business is the basis of a new economy. Unfortunately, in Ukraine, it creates only 15% of GDP. To reach the level of successful European countries, we need two more million entrepreneurs. The toilers who are ready to build their business, their future, and their country.
As the format of the commercial, we chose the stylization for a classic interview of entrepreneurs being “hired”. We selected a dozen or so of types that are, in fact, social images of modern Ukraine. The key idea of the series is that there are no obstacles to start your own business.
Both the professional actors and real businessmen were shot in the commercials, as well as opinion leaders and even a real oligarch in a cameo. To launch the program, we produced twenty short ten-second themes.