Strategy

To promote the app among young users, the integrated campaign positioned the new app as a tool empowering people to do banking in any way they like.

Idea

Bank it Your Way.

Based on the insight that young people are averse to traditional banking (namely visiting banks), we came up with a 2-part idea: the “Not Gonna Go to ACBA Anymore” message reflecting rebellion against regular banking and the “Bank it Your Way” slogan promoting the new app.

Execution

The campaign was executed in 2 stages. First, we communicated the provocative “Not Gonna go to ACBA Anymore” message, which raised a lot of curiosity. Next, we revealed the new product with the “Bank it Your Way” slogan.

The campaign video took the message further, inspiring people to defy conventions and live it their way.

The visuals quickly became a meme among social media users, taking the campaign viral and raising wide awareness about the app. The campaign engaged not only regular users but also a number of brands, including one of Armenia's largest banks, who created their own ads based on the “Not Gonna go to ACBA Anymore” concept.