Tatra Banka is Slovakias leading bank in innovation and digital. It had even won "Worlds most innovative digital bank in the wordld".

Its annual student aquisition campaign is one of its online communication highlights, brave and bold and always pushing boundaries. Its campaigns had always used top slovakias influencers and were hugely successful.

The problem is that each year there is less and less new students to attract, and the competition started giving out big financial bonuses with each new open account.

In year 2018 biggest competitor SLSP had surpassed them in students segment for the first time.

So we had difficult task.

Make Tatra Banka no.1 in student segment.

Open 30% accounts via mobile.

And do so while keeping brand values in target group such as innovative and digital.

For the worlds most innovative digital bank, Tatra banka,

we were briefed to create students account campaign.

So we embodied the era we all are living, even more students- digital era.

And we created first 100% digital persona around. Her task was to show young people what they can achieve if they decide to show their own "digital persona" and use their time online in a meaningful way.

Bejby Blue let them experience her digital success story in real time.

Story of rise from nobody to stardom in digital era -like their heroes, Billie Eilish&Justin Bieber.

She launched music career from her bedroom, than appeared on one of the most influential rappers music video, even made her own song celebrating digital era. She also met with other "digital personalities" - influencers, gamers and other people that are successful thanks to internet.

By doing so she became part of youth culture.

Target audience are students on high schools, colleges and youth aged 15-25.

Studies show, that this TG is online more than 10,5 hours each day. So most of their time awake, they spend living in digital world.

But what they do - they communicate, create and connect to people around the whole world. They even change their behavior, and live little different lives while online.

Thanks to this digital world they are able to conquer the world.

Such as Billie Eilish who is pop star thanks to her talent and Soundcloud fans or Justin Bieber who started as Youtube singer.

There are even new careers that weren't possible without digital era - Gamers or Influencers.

So instead of telling youth to put their phones away, we decided to encourage them to embrace their "digital personas" and use this time meaningfully to chase their dreams.

Tatra Banka is Slovakias leading bank in innovation and digital. It had even won "Worlds most innovative digital bank in the wordld". Its annual student aquisition campaign is one of its communication highlights, brave and bold, always pushing boundaries.

So we decided to create most digital and innovative campaign ever.

CREATE DIGITAL PERSONA.

For its real time processing abilities we chose to craft her in Unreal engine.

For cgi videos we used motion capture software and for insta photos we used face replacement technologies.

For the way she looks and sounds we teamed up with Slovakias most relevant producer and fashion icon, Dalyb.

We started with psychological profile- got inspired by popular stars of today Billie Eilish, Miley Cyrus or Millie Bobby brown. Very expressive young singers with little boyish attitude.

Next came looks, we combined various instagram models with AI and came up with the way she looks. Next her rebelous style, with bespoke clothes crafted in CGI.

THE CAMPAIGN

First we created mystery around Bejby Blue. Started her social media life with acoustic cover song of one of leading slovak rapper Dalyb. Than she appeared with him in best music video in Slovakia.

She started PR and radio media tour.

After 3 weeks we revealed she is new digital face of Tatra Banka in online video praising digital era.

Next started 4-month campaign with daily social media presence covering hottest topics with other successful "digital personas".

She wore clothes from young designers and released own merch.

Made tiktoks with famous tiktokers.

Live streamed with top Gamers.

Taught people how to live sustainably with eco influencers and covered selflove.

And released her own song „click“ celebrating digital era .

Helped young producers get noticed in remix competition.

She hosted news on the popular youth channel or hacked online class.

We preceeded business goal "open accounts" - fulfilled to 102%

Opened twice the number of accounts than in year 2018

Usage - open accounts via app was fulfulled to 125%

64% more conversions compared to 2019

43% prompted awareness - highest ever measured on online campaign in Slovakia

97% brand attribution - Best brand attribution of all Tatra bankas campaigns by far (70% is benchmark)

She kept 26% engagement rate on instagram - 2% is benchmark

3mil+ organic views of her music videos

Best performing campaign with values as Innovative and Digital

She really became part of youth culture -

5 nominations in prestigeous slovakian music award show

The best slovak pop singer "Tina" made spontaneously song about Bejby blue, named Bejby blue ( 1 300 000 organic views to date)