Problem

During the global recession, the vast majority of people feel lost. In the flood of bank products they do not know what financial steps could help them to achieve favourable financial results. Therefore they're looking to find safety, reliability and positive energy, which will in the long run, make their future brighter.
How to create a campaign that would adequately support Bank's special offer of gold annuity savings, which rewards limited number of savers who decide for this services with 1g of pure gold? At the same time we had to create a message that would clearly differentiate Abanka's savings from those of competitors.

Solution

People have always oriented by the stars. They represent a reliable way, when one has problems finding the right way. For millennia they have inspired civilizations, ideologies and helped to interpret the meaning of life and world in general. Stars predict the future and when one sees a falling star usually makes a wish about something really important. In the times of financial crisis, stars are probably the only reliable orientation we have left.
"1000 golden opportunities, 1000 wishes that came true." Each of them represents a wish that can happen with Abanka's golden annuity savings. This service represents an opportunity for our and our family's financial security and independence.
In addition to the TV ad, this integrated advertising campaign includes also print ad, web video banner and printed materials.