April 22, 2024
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A case study by Gazprombank and Gazprom-Media Sales House: How to increase audience knowledge about the bank and its products through a cross-media project
Gazprom-Media Sales House and Gazprombank implemented a cross-media advertising campaign on the “Volya Show” on TNT. Find out how we managed integration into the show across all media platforms and increased the intention to use the bank’s services by 23 p.p. in this case study.
In recent years, financial institutions have faced high volatility driven by the Central Bank’s key rate increase. Despite the turbulence in the segment, banking products remain highly popular among consumers.
Objectives
- To establish the image of Gazprombank as a modern, responsible, and proactive organization with high-quality customer service and a broad range of products.
- To communicate the bank’s advantages and product offerings to the target audience.
- To increase the number of new customers.
Idea
The advertising campaign was built on an approach which is considered unconventional for a serious financial services segment. Integrating banking products into the evening entertainment show “Volya Show” allowed the campaign to precisely target Gazprombank’s core audience: men and women aged 25–54, who are open, modern, and active users of banking services.
The creatives were developed and executed in TNT’s signature style: fun, relevant, spectacular, with an original comedic delivery by the show’s star host, Pavel Volya. This refreshing new format proved highly effective for integrating Gazprombank’s credit and savings products.
Implementation
The sponsorship integrations were featured throughout the entire first season of “Volya Show”. In these integrations, Pavel Volya effectively highlighted the key advantages of three different products of the bank: instant cash loan approval, 180 days of zero interest and free servicing for credit card users, and 15% annual interest on savings accounts for new customers1.
Creatives were tailored for each episode to emphasize the relevance of the message and create a seamless transition from content to advertising integration.
The episodes aired from April to December 2023 on TNT, the tnt-online website, and the show’s official RUTUBE channel. The second episode with sponsorship integrations was also published on a popular video hosting platform. The brand’s advertising campaign was supported by posts TNT’s VKontakte community, including targeted promotion.
Alongside the TV sponsorships, the team launched a digital special project that ran from October 15 to November 25 on a specially developed landing page, announced only on digital platforms.
The game “Catch the Volya Show” offered participants to do an online obstacle course in an office setting to earn and accumulate virtual coins from the sponsor. Additional points were given for opening a savings account or inviting friends to the project site. Winners could receive a TV set, a three-month subscription to the PREMIER online cinema, and branded hoodies.
Results
The team has successfully executed a large-scale project that delivered excellent results. To confirm the hypotheses, a two-phase study was conducted to evaluate the effectiveness of the TV sponsorship integrations in collaboration with Tiburon Research2 and the digital component with GetShop.TV4.
According to the study, the sponsorship integrations of Gazprombank in “Volya Show” showed positive dynamics across all brand metrics2:
- Brand recall of the bank among the viewers of “Volya Show” was 11 p. p. higher than among non-viewers;
- Brand recognition of the bank among viewers of “Volya Show” was 16 p. p. higher than among non-viewers;
- The intention to use the bank’s services or products in the future was 23 p. p. higher among “Volya Show” viewers than non-viewers.
Knowledge of the bank’s products also increased among the show’s viewers compared to non-viewers:
- Knowledge of cash loans availability in the bank increased by 17 p. p.;
- Knowledge of credit cards availability increased by 16 p. p.;
- Knowledge of savings accounts availability increased by 15 p. p.
The advertising campaign positively influenced the establishment of the bank’s image. Indicators for key characteristics of the brand—modern, reliable, responsible, proactive, open, client-oriented, and offering a wide product range —increased.
The digital component of the advertising campaign was evaluated in collaboration with GetShop.TV4:
- The brand memorability rate for Gazprombank increased by 8 p. p. among users who saw the video ad compared to users who did not see the video ad;
- The brand message memorability rate for Gazprombank was 15 p. p. higher among viewers who saw the video ad compared to viewers who did not see the video ad.
The number of views of sponsorship integrations in Digital reached 16.1 million. The number of game sessions on the special project’s website reached 12,4003.
Historically, all Gazprombank special projects are developed and executed in-house. We value the involvement of the platform in the execution of the advertising campaign, as well as the ability to respond quickly to constantly changing product offerings. In addition to enhancing media metrics, this project aimed to achieve KPIs related to brand metrics. We are pleased that all set KPIs have been achieved through the joint efforts with the Gazprom-Media Sales House team.
In the modern world, new video consumption habits are forming, and the line between devices and environments when watching TV content is blurring. Thanks to the cross-media capabilities of Gazprom-Media Sales House, we were able to reach the maximum audience for the “Volya Show” TV program, showcasing Gazprombank products. Through high-quality and creative integrations, gaming mechanics, and omnichannel announcements, we were able to capture significant attention from the brand’s target audience and accomplish all set goals.
1 Not a public offer.
2 Research period: December 2023. Methodology used: online survey; the number of respondents participating in the survey: 400.
3 Data provided by platforms.
4 Research period: December 2023. Methodology used: online survey; the number of respondents participating in the survey:3,300.
Gazprom-Media Sales House, the TNT TV channel, the RUTUBE national video hosting service, and the PREMIER online cinema are part of Gazprom-Media Holding.
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