Deposit made of Steel
Summary: The 2022 Russian invasion was a shock to FUIB, a commercial Ukrainian capital bank. It had to ensure its financial viability in late 2022 when its pre-war savings accounts were due to expire. FUIB had to act quickly and persuade clients to switch to new savings deposit accounts and attract new clients. The campaign idea conveyed reassurance of new deposit safety, resonating with the context of Ukrainians staying strong in the war, like steel. Results were remarkable 5.4 times growth of money on deposits and a 94% increase in new clients.
5.4 times growth of money on deposits, 94% increase in new clients amid the war
Lead Agency(s): MullenLowe Adventa
Contributing Agency(s): Dievo
Client / Brand: FUIB
Effie Award(s): Bronze
