Bug girl. Keep doing!

Klients: Luminor

Autors: TBWA\Latvija

Projekta apraksts:

UZDEVUMS
Radīt zīmola kampaņu Luminor bankai Baltijas valstīs.

STRATĒĢIJA
Kamēr daudzas bankas cenšas spēlēt skolotāja lomu sabiedrībā par to, kā rīkoties ar nansēm, Luminor tic, ka cilvēkus vajag iedrošināt piepildīt pašu unikālās vēlmes un idejas.

IDEJA
Stāsts par kukaiņu meiteni ir balstīts uz īstu personu – mazu meiteni, kura ir apsēsta ar kukaiņiem un tārpiem. Viņas vecāki tā vietā, lai mēģinātu viņu ievirzīt baletā vai rokdarbos, atbalsta viņu, uzdāvinot kaut ko īpašu – tarantulu.
Šis stāsts ir metafora Luminor bankas attiecībām ar sabiedrību. Tā vietā, lai mācītu, kā rīkoties ar nansēm, Luminor fokusējas uz cilvēku patiesajām vēlmēm.

REZULTĀTI
Kampaņa sasniedza gandrīz 5 miljonus cilvēku Baltijas valstīs, pārsniedzot sagaidāmo rezultātu par 13%.

Jauno klientu skaits palielinājās par 13% Lietuvā, 28% Latvijā un 112% Igaunijā. NPS rādītājs palielinājās par 30% un tas ir virs pasaules vidējā.

Project description:

TASK
To create the big brand campaign for Luminor in Baltic states.

INSIGHT
While many banks are trying to educate society in nancial matters, Luminor believes that people need to be encouraged to full their own unique ideas.

IDEA
The story of the "Bug girl" is based on a real person – a little girl who is obsessed with bugs and worms. Her parents, instead of trying to lure her into ballet or handicrafts, support this passion of hers by giving her a tarantula as a present.
The story serves as a metaphor to Luminor as a bank – it’s not educating or directing people in nancial matters; it focusses on people’s unique aspirations.

RESULTS
We reached almost 5 million people in Baltic's, exceeding expectations by 13%.

New customer amount increased by 13% in Lithuania, 28% in Latvia and 112% in Estonia. NPS score went up by 30% above the world’s average.