PKO Bank Polski
Gen-Z x PKO = ???
What can be said about today’s youth, referred to in the industry by the enigmatic “Gen-Z”? For one, that Gen-Z is diversity.
Everyone brings their own strengths to the group of friends – hobbies, hobbies, skillets. Young people don’t close in on themselves, quite the opposite. The fact that everyone excels at something different is their strength (“synergy effect,” if you prefer). Equipped with such knowledge, we faced the next challenge.
OUR ROLE
Generation Z and PKO Bank Polski – what do they have in common?
Of course, no one from Gen-Z would believe assurances that PKO Bank Polski “speaks the same language” or is their peer. But we have our own perks, the PKO Account for Young People, which fits perfectly into their lifestyle – including BLIKA, their own assistant… voice assistant, and of course, a delicious promo.
So we came to the conclusion that we have More in Common Than We Seem.
Happy Birthday
We told the story in the form of a 50-second spot that told the story of people from seemingly different worlds, but with a common goal – to give their best #BFF the birthday she’s been waiting for for a long time!
Faster than 6 seconds
The shorter formats developed the threads started in the main spot. Among other things – instant contactless payments with a smartphone. Quick, so it doesn’t get cold!
Halko, IKO?
Full hands are not a problem when you have the IKO app with its own voice assistant. And the account balance can be checked, and send a friend something nice in the title of the transfer. Okey, IKO!
100!
…and even PLN 150 on Pyszne.pl was up for grabs in the PKO Konta dla Młodych promotion. There was enough in the rest for the whole team, but whoever had an appetite for more could have them just for themselves!
By using authentic language and current visual trends in the campaign, PKO Bank Polski brought the banking category closer to younger customers – including potential customers. After all, both they and the bank gain a lot from building and getting the best out of their closest relationships.
This has translated into the results achieved. All videos in the campaign were viewed 5.5 million times. On average, 70% of viewers identified all video content in the campaign as “For people like me,” with a category average of 55% I.
Ultimately, the Campaign resulted in a 16% increase in sales of the PKO Konto dla MłodychII and a 23% increase in sales of the PKO Konto dla Młodych online.
I Agency 4P Research Mix tracing survey
II (7.12-24.01 vs 25.01-14.03)
