CAPABILITIES: ADVERTISING, COMMUNICATIONS
Let’s face it. Banks aren’t exactly everyone’s best friends. They’re essentially more of a necessary evil than anything else. Something you need, rather than something you want. A distress purchase. But the one thing they absolutely must be is trustworthy. And back in 2017, Home Credit Bank certainly wasn't. A major shift in brand consideration needed to be activated in order for HCB to survive.
The choice we made was rooted in the insight that the important thing to offer was ‘possibility’. HCB was, in essence, an ‘enabler’. HCB helped make dreams come true. You might need a new dining table because the old one’s wobbly, but you want a new dining table so you can share meals with your family. This brought us to our single most compelling thought...
With the big idea in place, we began to activate the idea 360 for a range of product launches.