Спецпроект "Пора Копить" для Альфа-Банка

Главное о кейсе

Over 700 card applications

Бизнес-задача и ее решение

Stimulate card sales

Прочая информация о кейсе

In autumn of 2018, Alfa-Bank issued a debit "Alfa-Card" with the most profitable cashback conditions on the market. It was important to tell the audience about it as vividly as possible and at the same time to differentiate our campaign from competitors’ products.
In 2018 general public in Russia was concerned about the possibility of new law raising the minimum retirement age going into force. Many now working, especially the Millennials, are well aware that in old age they won’t be able to rely on the state for support, so they are considering different options of investing into their future.
It is calculated, that in order to live comfortably in old age, one needs to save an average of 2,000 rubles a month (about 30$) if you are under 30 years old, and about 3,500 - 4,000 (about 50$) if you are 45 years old. Using the “Alfa-Card” regularly a person can receive about the same amount monthly through cashback. Based on this insight, we offered Alfa-Bank a special project for promotion of its product "Alfa-Card".
Younger generation generally doesn’t have savings and has no habit of making them, most of their income goes to everyday spending. Cashback, however, is widely considered as “bonus money” and not as a source of regular income, so it’s easier to save it. And if a person regularly puts the cashback from "Alfa-Card" to their savings account, by retirement age they can accumulate a fairly impressive amount.
To prove the theory to potential clients we created a special landing page, where everyone could calculate how much money she or he will be able to save up until their retirement age using only cashback.
On the landing page users could enter their age, gender and monthly income into an online calculator and the system automatically calculated the amount that user could save for retirement.

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