5: SOCIAL (INNOVATIVE USE OF SOCIAL MEDIA)
Bejby Blue - Show your digital persona - Tatra Banka
Students bank account
|Title of Entry:||Bejby Blue - Show your digital persona|
|Product/Service:||Students bank account|
|Entrant Company:||THIS IS LOCCO|
|Creative Team:||Creative & Strategy director: Juraj Kováč
Art director: Martin Janak, Adrian Mery
Copywriter: Dano Vachuna, Sandra Conortova
Account managet: Juro Rusnák
|Sector:||01: CONSUMER PRODUCT OR SERVICE|
|Notes:||Tatra Banka is Slovakias leading bank in innovation and digital. It had even won "Worlds most innovative digital bank in the wordld". Its annual student aquisition campaign is one of its online communication highlights, brave and bold and always pushing boundaries.
So we decided to create most digital and innovative campaign ever.
CREATE DIGITAL PERSONA.
The technology of choice was Unreal engine for its real time processing abilities.
For cgi videos we used motion capture softwares and for insta photos we used face replacement technologies.
For the way she looks and sings we teamed up with most relevant young producer and fashion icon in slovakia Dalyb.
We started with psychological character creation- got inspired by most loved stars of today Billie Eilish, Miley Cyrus or Millie Bobby brown. Very expressive young singers with little boyish attitude.
Next came looks, we combined various instagram models with AI and came up with the way she looks. Next her rebelous style, with bespoke clothes crafted in CGI.
First we created mystery around Bejby Blue. Started her social media life with acoustic cover song of one of leading slovak rap artists Dalyb.
Than she appeared with him in best music video in Slovakia.
She started PR and radio media tour.
After 3 weeks we revealed she is new digital face of Tatra Banka in online video praising digital era.
Next started 4-month campaign with daily social media presence covering hottest topics with other successful "digital personas".
She wore clothes from young designers and released own merch.
Made tiktoks with famous tiktokers.
Live streamed with top Gamers.
Taught people how to live sustainably with eco influencers and covered selflove.
And released her own song „click“ hymn of digital era .
Helped young producers get noticed in remix competition.
She hosted news on the popular youth channel or hacked online class to tell students to keep it up during corona.
We preceeded business goal - fulfilled to 102%
Opened twice the number of accounts than in year 2018
Usage - open accounts via app was fulfulled to 125%
64% more conversions compared to 2019
She kept 26% engagement rate on instagram - 2% is benchmark
1mil organic views of her music videos
The campaign had best brand attribution to Tatra banka of all last years campaign
Best performing campaign with values as Innovative and Digital
She was reblogged, mentioned and tagged numerous times.
She really became part of youth culture -
5 nominations in prestigeous slovakian music award show
The best slovak pop singer "Tina" made spontaneously song about Bejby blue, named Bejby blue ( 600 000 organic views to date)