The Commons Money
The task was to create a communication strategy and campaign to increase the interest for deposits overall, through advertisement of Agrobank deposits.
Проблема, задача
In Uzbekistan, the working class on average earns $100. Most often, they don\'t have any higher education, are not skilled in using financial products, and know little about bank deposits or savings. At the same time, almost every bank in the market develops campaigns and ads targeted to a different target audience - so-called \"white-collar\"s.
Решение
Simple laborers might not be financially literate and only earn $100, but they constitute 60% of the country\'s able-bodied population, translating to around 10 billion dollars of the potential savings market. AgroBank was the first bank to advertise savings to truck drivers, salesmen, farmers, and other common people. This is how the project \"The Commons\' Money\" was created. Our goal was to show that even with a small income, it\'s possible to grow financially through banking services.
Результат
The amount of savings has increased to 220% after the campaign was launched. The amount of savings opened by labor class has grown by 62%. In total, within six months the sum of savings in Agrobank has increased by 86 Million US$
