Bank+Mice. A story about kindness Елена Дмитриева
Task
In the winter, mice dug into a ForteBank ATM in Astana city and chewed on the money. Amateur filming, which shows logo of the bank, got to one of the popular Kazakhstani Instagram public page. Within a few hours the video would have got into the media - it was necessary to develop a line of behavior.
Ideas and solutions
STRATEGY & EXECUTION: The situation is not extraordinary - mice crawl into ATMs around the world, banknotes in ATMs are insured. That is, neither the reputation of the bank nor money is affected. But such a news hook has a powerful viral potential - that’s why we decided to make of it a story about kindness. And helped it spread. We found the mice, bought a cage and brought them to ForteBank HQ for a tour and posted photos about it. The media and social media publics picked up the news hook with our comment – that the rodents were hiding in the ATM from recent blizzard, but now they are safe thanks to caring bank employees. RESULTS: Coverage in the media and social media - over 9 000 000. Media publications – 220, including popular Kazakhstani media Tengrinews.kz, Nur.kz, Forbes.kz, Esquire.kz, TV channels KTK and MirTV, Russian media and TV channels NTV, RenTV, Dozhd, RT, RIA News, Lenta, British Dailymail.co.uk and many others. Mass media from 20 countries wrote about us (Georgia, USA, Great Britain, Japan, UAE, Spain, Turkey, Israel, Latvia and others). The news pieces came out with a mention of the bank and / or a recognizable logo in the video. And the key thesis is that in this situation, the bank has placed emphasis on caring for mice, rather than worrying about messed up banknotes. Publications in VK and Instagram public pages – 140. ER (engagement rate) in Facebook increased by 30% that month. We spent only 30 dollars for the entire project - that’s how much the cage and food for mice cost 😃 The post about mice on Fortebank’s page: https://goo.gl/EKxXqR Selected links: NTV https://goo.gl/vXkJRJ TV Rain https://goo.gl/UxJ2vB RIA https://goo.gl/VYyofX Buzzfeed https://goo.gl/9SHwME Forbes (KZ) https://goo.gl/25pzsv ETtoday (JP) https://goo.gl/RkoE7k Pulzo (ES) https://goo.gl/avaxKG
