With the help of a great insight and a small tech tweak VUB Bank was able to activate the audience by hitting them in a very unusual way a get them to change behaviour immediately.

We got the whole nation to start to save money in just one month. People saved 3x more money than last year, the campaign outperformed the competition and VUB bank got 3x more deposits they can work with.

VUB Bank is the second largest bank in Slovakia having almost half of the population as clients, offering a wide range of products from traditional loans, saving accounts to private investment products.

In 2018 the average debt of slovaks rose above their savings. The Household saving rate (income/savings) in Slovakia of only 8,86% was found at the tail of european union statistics (with a 10,33 % EU average). A great communication opportunity emerged as we could do something for the country - teach slovaks how to save and promote our saving accounts at the same time.

Our goal was to get people to save, prefferably using VUB banks saving products.

To fight impulsive online shopping, we created an eCommerce button that does not spend your money, but rather provides you with the option to save it and think twice about the purchase.

The money saving button.

A special Chrome browser plugin that ads to every "Add to cart" button an alternative button "Rather save".

One of the biggest enemies of saving money is overspending and impulsive shopping. This is much more accessible than ever with the countinuos rise of e-commerce. All the online markting tools are constructed to get you to the eShop a make a purchase.

What is worse, according to research, more than half of every online shopping decisions is impulsive. All the banners, emails, social ads, programatic ads, artificial intelligence, advanced targeting, timed promotions.

In the end they all point to one button – „Add you cart“ or „Buy now“.

We found a way to fight it and provide an alternative.

The money saving button was part of a multichannel campaign – VUB savings therapy under this brief. This was on of the online executions that had the goal to activate the audience in place and served as a PR stunt as well.

We created an alternative button to the purchase button and placed it right next to it.

The VUB money saving button is technically a Chrome browser extension that after installation adds the button „Rather save“ next to every „Add to cart“ button on online shops used in Slovakia. Using the credit card data from VUB bank we chose the most used eshops in Slovakia. Local eshops and biggest global ones such as Aliexpress or Ebay.

After clicking this button you got to our website with congratulations to the amount you just saved and the possibility even to transfer the amount to your savings account.

Clicks on the installed VUB money saving buttons totalled at an amount of 1,6 milion EUR during the campaign.Various mainstream media wrote about the button and the topic of impulsive online shopping.

The button was one component of a savings campaign called VUB saving therapy. During the campaign, Slovaks saved 3x more money than in the previous year overdelivering the business goal by 54 milion EUR. The goal of new savings accounts created was overdelivered by 150%.

Even the household saving rate of Slovakia rose from 8,86% (in 2018) to 9,3% in 2019 - the year of our campain :)