The FINANCIAL — The joint campaign of Bank Constanta and company Leavingstone – “I am a little Georgian”, led to an increased number of the Bank’s customers.
The FINANCIAL — The joint campaign of Bank Constanta and company Leavingstone – “I am a little Georgian”, led to an increased number of the Bank’s customers.
According to the statistics a quarter of all Georgian Facebook users (about 150,000 people) became involved in the project. 110,000 of these were from Tbilisi, including public figures and celebrities. More than 53,000 people’s profiles were changed to their “I am a little Georgian” characters in the first two weeks. Bank Constanta’s page had 183, 000 new likes and clients from Tbilisi increased by 27 percent.
The application on Bank Constanta’s Facebook page allowed individuals to create cute characters in their own likeness dressed in traditional rural clothing. Many people then demonstrated their pride in their origins by setting these characters as their profile pictures on the Facebook.
“We are very satisfied with the campaign orchestrated together with Livingstone as Tbilisi not only accepted our rural style, but celebrated it together with Bank Constanta,” said Lasha Gogua, Marketing Head at Bank Constanta. “Every fourth user set our application as their profile picture. This application became popular without the need for any prizes or other material stimulus. More then 146,000 people were involved in this campaign; at that time the total number of Georgians on Facebook was consisted of 480,000 users. People from Imereti made up the majority of Georgians using our application,” added Gogua.
The two companies set a goal, for the Bank to attract more customers in Tbilisi as Constanta was a financial institution mainly operating in rural parts of the country, the Georgian countryside which did not have a satisfactory number of customers in the capital. At the same time, as Bank Constanta was a general sponsor of local festival Art-Gene, it needed a proper promotion on Facebook. Accordingly, the application was launched in 2011 together with Art-Gene.
“Our challenge was how to make a region oriented bank popular in the big city without forgetting its roots,” said Giorgi Burchuladze, Managing Partner at Livingstone. “Knowing that most city residents trace their roots back to the country’s rural regions and respect their heritage, we transformed their Facebook profile pictures into a means of spreading our message: “We all come from the countryside”. This application was connected to Bank Constanta’s page on Facebook. In such a way we could raise awareness of the Bank among potential customers,” he added.
The Bank wanted to raise its awareness, attract more customers and support Art-Gene. The application was created to coincide with the Cannes Festival as well. “We were represented at Cannes Festival together with Geocell and this was a very welcome fact for Georgia. We did not manage to win anything at this festival however we did win different prizes at other festivals,” said Gogua.
The Facebook application created by Livingstone Company for Bank Constanta – “I am a little Georgian” – won a silver award at the international advertising festival KIAF, which was held in Kiev, and was the best in its subcategory. There was no gold award in this category.
Beside Bank Constanta another Georgian company Borjomi won a bronze award in Kiev. As for Latvia, Borjomi won a golden award and Geocell – silver one.
The same application won in two more nominations at Golden Hammer International Advertising Festival in Jurmala, where it received a silver award for the best use of the internet and won a diploma as well for the best use of social media.
At these festivals the campaign was presented under name of “A profile picture is worth a thousand words”.
“I am a little Georgian” is not the only campaign to have been produced by the cooperation of Bank Constanta and Livingstone. They had another application about Georgian New Year traditions. “This was a cognitive application where people could decorate their houses according to where they came from and according to the precise traditions of that region. In this case as well as in the previous application, people from Imereti were the most active in our campaign. Imerula Oda (traditional house in the Imereti region, Georgia) took the lead position. This application described what traditions each region in Georgia has for New Year’s Eve,” said Burchuladze.
As both of the previous applications proved to be very successful for Bank Constanta and Livingstone, they are continuing their joint campaign and are currently working on another new application. “For this year’s Art-Gene we are starting a new campaign which will have the theme of The Knight in the Panther’s Skin,” added Burchuladze.
Discussion about this post