Effect of differentiation - go out of the standard commercial spot and create our own programme, about 60-seconds long, broadcasted as a paid announcement, mainly in commercial breaks that can last only 60-seconds according to TV Channel's internal policy.Effect of prestige – spots selection before programmes, which are the most prestigious and well-seen by the target group.

Number of phone calls to the call centre increased twice within first two weeks of the campaign.According to index of campaign efficiency (number of phone calls to call center/GRP): sevenfold increase compared to ordinary campaign.Number of credit applications processed by call centre in this period increased over 100%.