22.10.2010
Russian Nesting Dolls in the Advertising Campaign of a New Bank Millennium Deposit Product
Bank Millennium is launching an advertising campaign of a new deposit product for individual clients - The Getting Better and Better Deposit with an average interest of 4,91% per annum. The campaign presents a satirical image of Hubert Urbański, while Russian nesting dolls, otherwise known as matryoshka or babushka dolls, are used as a symbol of growing deposit interest.
The Getting Better and Better Deposit is a two-year deposit product, constructed as 8 deposits in one. The interest on the deposit is growing every quarter throughout its duration: from 4% in the first, up to 6% in the last quarter.
The commercial humorously presents the advantages of this deposit using for this purpose matryoshkas with the picture of Hubert Urbański. The use of matryoshkas is a simple idea to show the construction of the deposit whose interest rate goes up every quarter - says Beata Krupińska, Head of the Marketing Communications Department at Bank Millennium. This commercial differs from our earlier commercials with the participation of Hubert Urbański - it is more graphics-based and employs the celebrity's picture in an unconventional way.
The commercial which promotes The Getting Better and Better Deposit will be aired from 22 October this year on TV aerials of public and commercial TVs. The advertising campaign will also be present on radio stations and on the Internet. It will be accompanied by BTL materials - posters and leaflets at Bank Millennium branches all over Poland.
The campaign was created by Mather Communications agency, the media were purchased by the Initiative Warszawa Media House.