Apple Pay shows up in Belarus and the MTBank is one of the partners. Other partners are kept secret. Project is codenamed, shredder is on standby.
To become the most vivid player, highlight MTBank among other Apple partners in Belarus.
Strategy → Concept → Videos → Photos → Design → Text → Promo site → SMM
Using Apple Pay makes you so cool and free. Even casual action like paying at the counter turns into an awesome performance worth capturing.
«My way to pay!» is an articulated freedom. Eye-catching show-off.
Launching video ads on the campaign starting day → bloggers’ videos to support the campaign.
Four videos, ten seconds each, with characters using Apple Pay in evocative and provocative ways.
Key visual is the captured characters emotions when they use a new service the way they want.
Radio spot commercial carries us through different locations where each character shows «My way to pay!».
Videos, banners and the website are launched on the campaign starting day. New service’s arrival is announced via MTBank social media, news on the website and press release. Bloggers publish their #mywaytopay (actually #плачукакхочу) videos on Instagram.
Deputy head of marketing department of MTBank, OJSC: Natalia Suvorova
Head of marketing department of MTBank, OJSC: Anastasia Alkhimovich
Chief expert of marketing department of MTBank, OJSC: Alexander Prudzilnik
Chief Officer of Red Graphic: Nadya Zelenkova
Account managers of Red Graphic: Volha Galtsova, Dasha Zholabava
Art-director of Red Graphic: Slava Lysenko
Designer of Red Graphic: Ivan Vyshka
Creative director of Red Graphic: Zhenya Andreichyuk
Cheif copywriter of Red Graphic: Nastya Avdeenko
Chief technology officer of Red Graphic: Oleg Matveenko