Task
We mainly focused on supporting the launch of the bank’s new product for gamers, the in.game card. Hence, our goal was to attain maximum reach, increase brand awareness among the target audience, and communicate the main USP of the new card. We focused on Gen Z (14-25 y.o.) as our target audience, because they are the most active gamers, and it was our opportunity to be their first bank and, thus, ensure their loyalty for many years
Ideas and solutions
HCB issued a new debit card for gamers. “ profit” with a 5% cashback for any gaming purchases. However, Gen Z in Russia do not see the advantages of banking products and do not think that 5% cashback is a considerable profit.
This is why the company’s main message is simple and clear: “5% IS A LOT”.
However, developing a clear message is not enough, it should be conveyed to TA. We were to communicate it natively through the familiar gaming mechanics that 5% is actually a lot.
To reach maximum audience we focused on two biggest games in Russia: Dota 2 and CS:GO.
For every game a special promo mechanic was chosen.
For Dota 2 we made an integration in the biggest Twitch show. The viewers could apply for the card and the first 5 lucky guys, who were able to get to the server in the set time, could play with the Twitch streamers that participated in the show. The point was that for the first 10 minutes of the game, the streamers were losing on purpose, and started to play in full strength only when their chances to win were down to 5% (as estimated by the inner AI of Dota 2 — Dota Plus).
For Counter Strike, streamers collected a team of the viewers who applied for the card. We set the CS:GO servers so all players started the game with 5% health. Hence, the tactic and strategy of the teams changed dramatically: every player could die from one shot.
In both cases the message “5% is a lot” was communicated through the mechanics specific to every game. Unusual format of integration led to many UGC videos on YouTube and memes about 5%; hence, the campaign went viral. We spoke the gamers’ language to say that 5% is actually a lot: one can win a game with a 5%-chance of winning, and win a tournament with a 5% health.
As a result, we have not just overachieved our KPI, but collected over 3500 card applications that became a nice bonus to our reach campaign.
