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.

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.

So we had difficult task.

Keep Tatra Banka no.1 in student segment.

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

We decided to embody the era we all are living nowadays, 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 that leads them to fulfill their dreams.

Since we all live our own digital lives while online she is a representation of us .

Our goal was to become part of youth culture, thats why we decided her to be young aspiring musician that makes it thanks to social media (inspiration in real story of Billie Eilish).

Than picked the most relevant topics for young people - Hip Hop , Fashion, Sustainability, Gaming and Influencers. And built whole social media content around those topics and her meetings other "digital personas" - successful people thanks to the online.

Target audience are students on high schools, colleges and youth in general 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.

And 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.

And there are even new careers that were not possible without digital era - Gamers or Influencers.

So instead of telling young to stay away from their phones 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 online communication highlights, brave and bold and always pushing boundaries.

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

CREATE DIGITAL PERSONA.

The technology of choice was Unreal engine for its real time processing abilities.

For the way she looks and sings we teamed up with most relevant young producer and fashion icon in slovakia Dalyb.

We started with psychological character creation- got inspired by most loved 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 rap artists 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“ hymn of digital era .

Helped young producers get noticed in remix competition.

She hosted news on the popular youth channel or hacked online class to tell students to keep it up during corona.

We preceeded business goal - 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

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

1mil organic views of her music videos

The campaign had best brand attribution to Tatra banka of all last years campaign

Best performing campaign with values as Innovative and Digital

She was reblogged, mentioned and tagged numerous times.

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 ( 600 000 organic views to date)