The more people you bring to mBank, the more financial award you will get together. To illustrate this mechanism, we made an interactive music video of Natalia Nykiel's single. The more people watching the video, the better version of it could be seen. Sounds like the MGM program? Exactly.

We recorded 4 versions of music video, using the motion control technology. The camera recognised the number of people watching the video in real time, and enabled to smoothly switch between layers. We educated young people how the MGM program works by offering them ultimate engaging entertainment.

Users could watch the simplest version of the music video, unless they invited up to 4 friends to sit in front of their device and watch video together. The more people were in front of the camera, the more upgraded version of the video could they watch.

We produced 4 versions of video using the motion control technology, which allowed us to create 4 layers of video. Technology allowed to switch between layers in real time. The camera recognised the number of viewers and adjusted the version of the video: from the simplest to the most upgraded. The counter showed the financial bonus for each joining person. Video was available on the dedicated landing page, which was promoted in the digital campaign (November 2nd to December 17th 2017) targeted to younger Millennials in paid media channels (social media, lifestyle and music websites) and on the singer’s social media.

We’ve created the unique experience for young people – the interactive music video, which combined the experience from music world with brand experience. And Millennials got engaged: up to 200 thousand users visited the dedicated landing page. The average page visit lasted 5 minutes. The music video was viewed more than 80 thousand times. The bounce rate was really low – only 34% (the benchmark for other financial campaigns is 80%). Users eagerly commented and shared Natalia Nykiel’s posts dedicated to the project (2500 post reactions, 250 shares, 170 comments). 1 343 139 views on YT. The campaign was also commented in media and by influencers. Estimated PR value was approx. 100 thousand PLN. The project objectives were delivered and it was the part of the activities which resulted in the bank acquisition growth among young people by 20%.

We made an interactive music video illustrating the idea of member get member banking program with the cooperation of one of the most recognisable singers among young Millenials - Natalia Nykiel.

We showed young people how the product (MGM program) works, offering them the ultimate, engaging music experience. We combined what they want (music) with what they need (money).

As a first bank in Poland, mBank added entertainment to usually boring financial communication. We used the perfect timing - single promotion for the upcoming, long-expected album of the artist. And we made it in an engaging way.

For young people it’s experiences and friends that really count. They want to live an authentic life and share experiences with friends. That’s why we’ve decided to show that mBank understands that and created the unique experience for young people. Together with one of the most recognizable singers among younger Millenials – Natalia Nykiel – as the first bank in Poland we produced the interactive music video illustrating the idea of member get member program. The video worked in the same way as the mechanism of the program: the more friends you bring to the bank, the more financial reward you get.

Banks, cards, savings, even promotions offering money - for the young people this is just boring. And the communication of it is usually not interesting neither. When it comes to choosing a bank, young people usually choose the same bank as their parents. They do not trust that a bank can be cool. And cool things - they like.

So in response to client's brief, we figured out an entertaining way to inform youngsters about member get member program's benefits in mBank and explain how it works.