Advertising rabbit. Bank of Moscow advertise hamsters and rabbits Bashny.Net

The Bank of Moscow was going to radically upgrade the positioning of their products. In the new commercials will be shown no bank interest rates, and rabbits and beavers, content taken a bank loan.
Experts estimate the cost of advertising an average of $ 1 million, an additional $ 3 million will require the bank to its media support. According to the image-makers, the cost of the bank may be unjustified, since consumers are oriented primarily on price conditions of lending.







On Thursday, the Bank of Moscow has announced its new positioning in the banking market. From October 1, the new slogan "Bank to help you," instead of the old "We trust beneficial", he comes out with a new outdoor and television advertising. As stated at the press conference, the bank's president Andrei Borodin, the basic idea of ​​the campaign is to use the "new images that have never been on the Russian advertising market banks." In particular, the bank's services to represent animals - rabbits, beavers, hamsters, giraffes and other animals. This product range of the bank will remain unchanged.

"In a changing competitive environment it is very necessary to change the promotion of the foods" - said vice-president of the bank Andrey Lapko. According to him, so they are going to "act in a rational perception of the consumer, and the emotional" that better than "tiresome advertising to consumers, indicating interest rates».

Repositioning of the Bank of Moscow has made Robin White, president of the British advertising agencies Engine and Wight Collins Rutherford Scott. Prior to the project with the Bank of Moscow in Russia, Mr. Robin did not work, and the home made custom solutions from companies such as Sky and Orange. Investment in the project repositioning and agency fees in the Bank of Moscow was not disclosed, but, as said Mr. Borodin, "is a good large-scale advertising campaign can not be cheap».






















Participants of the Russian advertising market, interviewed by Kommersant, regard the cost of repositioning the Bank of Moscow from $ 0, 5 million to $ 1, 5 million. "Only the creation of commercials, on average costs $ 120-150 thousand., If we talk about some exclusive works, then $ 250 300 thousand. "- says the director of strategic planning agency Arc Russia Veronica Daniel (among the clients bank" Finservice "). "The six-month media support such a campaign will cost another $ 2, 5-3 million", - adds CEO EuroPublicity Vadim Kudryashov (one client - the bank "Zenith"). Moreover, market participants agree that similar work in Russia would cost us much cheaper. "The prevailing price level in the West than in Russia, but Russian customers are willing to pay a premium for the image of the foreign company", - says Mr. Kudryashov.

The largest advertising budget among banks in Russia is the "Russian Standard". In 2006 he spent on advertising around $ 10 million, and this year declared the promotion of investment in advertising will total $ 30 million. These figures are comparable only with the advertising of VTB Bank. Meanwhile, according to EuroPublicity, the average annual budget is not the biggest Russian bank ranges from $ 1 million to $ 3 million a year.

However, experts reacted skeptically to the effectiveness of such advertising. According to CEO Magram Market Research Marina Malykhina, advertising the Bank of Moscow is able to attract a primary audience. "In the banking market continues to price war. Middle-class consumers are still more focused on price levels than the image component, - says ekspert.- And they will take out a loan to the bank, where the interest rate is lower and does not indicate where the little animals in advertising ».

Anna Z-Dorofeeva



via kommersant.ru