Slovaks suck at money.

Our households fall into debt fastest in the EU.

While being the 5th slowest at savings.

And the youth? Even worse!

Rappers and influencers - their role models - created the culture of instant gratification.

In fact, the whole digital world is chasing young people so that they spend money on impulsive online buys.

Young people desperately needed a new role model for this digital era.

So how do we promote students account for the worlds most innovative digital bank, Tatra banka?

Brand background:

Tatra was locally first bank to address young target group 15-26 with massive digital campaign with great success. This was 10 years ago and since than every major bank had invested into campaigns targeted at the youth with even greater incentives that we had. We offer 30 euros, in 2021 competition is offering 60 euros. Our goal was to stay no.1

Background:

Slovaks suck at money.

Our households fall into debt fastest in the EU.

While being the 5th slowest at savings.

And the youth? Even worse!

Rappers and influencers - their role models - created the culture of instant gratification.

In fact, the whole digital world is chasing young people so that they spend money on impulsive online buys.

Young people desperately needed a new role model for this digital era.

So how do we promote students account for the worlds most innovative digital bank, Tatra banka?

Idea:

We hit the heartbeat of digital culture and reach audience in unprecedented way.

Instead of promo campaign, we created icon.

100% digital artist, Bejby Blue who decided to change culture of materialism.

And told them that if they wanted to afford all the cool things once, they must first understand one thing - Don't spend, invest in yourself!

We knew that in order to succeed, we needed significant communication.

One that will become part of the youth culture and ensure organic reach, even virality to fight competition with TV budgets. The ambition was to prepare a long-term concept which, in addition, will help with brand awareness and brand fit over time.

Since Tatra banka is digital leader, creating digital role model was a no brainer.

In order to deliver the message as efficiently as possible, we decided to penetrate hip-hop culture and purposefully turn Bejby into a singer.

Hip hop culture is also one most rooted to materialism and singing about spending money, thats why decided to challenge this part of youth culture in most natural way - by creating a song with rapper most responsible for this materialism.

First we custom crafted her in Unreal engine based on AI calculations analyzing most popular Slovak Influencers.

She entered the youth culture of HipHop, fashion and influencers and turned it on its head.

She prepared first hip-hop music video that does not talk about ruthless spending, it encourages them to invest time and money in self-growth.

Than we challenged phenomenon of spending in street fashion, the "How much is your outfit?" poll.

WIth influencers she discussed how you have to invest in yourself first in order to afford lavish lifestyle later in Youtube content series.

And to show them, that investing in yourself really pays off, we announced a unique grant program for the ones that already invested their time in meaningful projects.

While doing all this she was communicating daily on instagram via stories and posts.

And her story goes on in 2022

102% opened accounts compared to 2020

3 MILLION+ organic views

10 000+ instagram followers

28% prompted awareness highest ever measured in slovak online campaign

40+ local and international creative awards

She hecame part of Youth culture

- Pop diva sang a song about her spontaneously named "I want to be like Bejby Blue"

- Multiple mentions by influencers

- Multiple cross promo activities initiated by other brands