REALITY SHOW ON YOUTUBE ABOUT SMART-SHOPPING Деменкова Ксения
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Task
To increase financial awareness of millenials, introduce them to useful bank products and present Home Credit Bank as a reliable helper.
Ideas and solutions
In order to solve the problem we need to choose an actual format, to take the territory which can provide us with possibility to receive the content and apply actual methods for communicating with the target audience. Idea: HOME 2.0 SMART SHOPPING SHOW! An interactive YouTube reality show where 2 couples compete with each other for one million rubles, performing tricky tasks made up by the viewers. Home Credit Bank products helped them to deal with the quests. Development of the project and the participants’ fate are absolutely in the viewer’s hands. The audience could choose the participants of the show and the options of the quests for every episode on a dedicated landing page. The hosts of the show were popular bloggers, ambassadors of the bank. We posted one show a week on the Home Credit Bank YouTube channel, and the invited hosts were regularly announcing the project on their channels. Communication channels: 1. YouTube https://www.youtube.com/watch?v=b89ZWcYwwdw&list=PLzqV04vfMTi8Hdk2rhyjgZSMBOTONIigX 2. Social Media https://vk.com/wall-27958141_60962 3. Landing page (doesn't work anymore, but the demonstration is in the videocase) https://show.homecredit.ru/ Results: The interactive reality show format and famous bloggers made the audience pay their attention to the project, while professional production helped us to hold this attention: - 13 million views - Average duration of the view – 8 minutes - Depth of the view – 40 % - 77 % of those who entered the bank’s account - people from 18 to 34 years
