Total
Advertising
Group
TAG
Challenge:
Launching a new bank in a fast-growing, highly competitive, but developing market.
It is necessary to emphasize expertise for partners and large corporate clients, but at the same time not to alienate potential local B2C markets.
Insight/Strategy:
In addition to the global name - International Bank of Tajikistan, we proposed a classic logo and a simple, lightweight corporate ID. Understanding the importance of local consumers, we proposed using more understandable images and associations.
Activation:
At the launch, a simple and understandable website for all consumers was created, taking into account local and international markets. The campaign in RT was very innovative and contained a reference to national culture, which was not accepted in the industry.