MTBank and Apple Pay

Background

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.

Goal

To become the most vivid player, highlight MTBank among other Apple partners in Belarus.

Agenda

Strategy → Concept → Videos → Photos → Design → Text → Promo site → SMM

Concept

Using Apple Pay makes you so cool and free. Even casual action like paying at the counter turns into an awesome performance worth capturing.

Tagline

«My way to pay!» is an articulated freedom. Eye-catching show-off.

Strategy

Launching video ads on the campaign starting day → bloggers’ videos to support the campaign.

How it turned out?

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!».

Web development is strictly to Apple guidelines. All texts, images, logos, colors are getting approval from Cupertino before the launch.

All information, instructions how to activate the service and FAQ are published on the website. And if you have no MTBank card, you are able to order it on the website as well.
Apple approves

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.

Team

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

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Work