Total
Advertising
Group
TAG
Challenge:
Sberbank entered Tajikistan's June television schedule in one of the most crowded categories—banking. Six strong players simultaneously competed for viewers' attention: Sberbank, Humo, Amonatbank, Orienbank, Bank Eskhata, and Matin. Some competitors entered the airwaves with significantly larger budgets.
Our task as a media partner was clear and precise: to ensure Sberbank's leadership in airtime—not by outbidding the market, but by ensuring the effectiveness of every somoni invested. More voice—at a lower cost.
Insight/Strategy:
We started from a simple principle: in TV advertising, people pay for the budget, but they compete for GRPs—real ratings connections with the audience. It's the share of voice (SOV), not the share of spend (SOS), that determines who the viewer ultimately remembers as the "bank that's everywhere.".
Therefore, we built our strategy not on budget expansion, but on its intelligent allocation. GRPs became the primary KPI, and we built flexibility into the media plan: splits between national and regional channels, between Prime and Non-Prime, and between videos of varying lengths (45/40/15 seconds). This design allowed us to shift focus on the spot where the broadcast would instantly yield the most engagement for the least amount of money.
Activation:
The campaign ran on seven television channels – national and regional – in Prime and Non-Prime formats.
01 · Multi-channel purchasing
We divided the placement between national and regional channels, arranging the videos by duration and time slots to meet reach and frequency objectives.
02 · Manual optimization for maximum contacts
The campaign was actively pursued: we constantly shifted our influence to channels with the best cost per engagement. This allowed the client to secure bonus airtime on regional channels—additional airtime on top of the purchased amount, without increasing the budget.
03 · Efficiency under control
Each placement was verified based on its return to squeeze the maximum number of rating contacts out of every somoni invested.
Result:
Absolute leadership in the category on air (June, 6 banks):
1st place in GRPs – more than twice ahead of its closest competitor (Amonatbank).
Share of voice (SOV) of 52.4% with share of expenses (SOS) of 23.3% – Sberbank provided more than half of the entire airtime presence of the category, spending less than a quarter of the total market money.
In terms of broadcast presence, Sberbank outscored everyone else, including Humo, whose budget was almost twice as large.
Bottom line: not the biggest budget in the category, but the loudest voice.