G2 is a sub brand of Komerční banka (KB) under which are communicated banking products for students and youngsters. The main purpose of its existence is that the style and tonality of communication towards students does not comply with the overall image of the bank that is perceived as serious, conservative and prestigious. G2 ads have to be much more provocative and on the edge to attract students' attention.

Konto G2 is a bank account for students (their first account) packed with benefits that adults cannot reach to. The account is for students in the age of 15 to 30 but the communication is primarily targeted on students in the last year of high school, aged 17-19 years.

In every G2 campaign we have a goal: to shock the public and ignite a conversation over all media platforms, on the social media specially. The discussion usually polarises the population but nevertheless it builds product awareness and thus boosts the sales.

The campaign consisted of 2 executions: girl and boy. Both were in several media formats including TV spot, print ad, different kinds of outdoor formats such as branded doors of the schools to name but a few. The headline of the campaign 'první bankovní styk' in the Czech language is a wordplay. ('Styk' can mean either the commonly used banking term 'banking intercourse' or 'sexual intercourse'.) The campaign wasn’t adapted or modified at any stage.

-22,1492 views on YouTube-Several posts on foreign media referring to the campaign-TV spots being showed on American homepage of Playboy magazine-TV spots being played on American TV talk shows and then discussed with genuine and very positive interest-69% increase of sale compare to the period before campaign-Several spontaneous 'parodies' were created and virally spread-G2 account become #1 on the Czech market.