Enriched Knowledge

Client: TBC Bank TBC Project Team: Marketing Team Digital Tribe Business Team Digital Growth Team Tech Team Agency: Leavingstone Creative Chairman: Levan Lepsveridze Chief Creative Officer: Anze Jereb Creative Director: Irina Beriashvili Creative Director/ Puzzles by: Beqa Adamashvili Sr. Designer: Baiko Pirtskhalaishvili Account Directors: Zizi Nasrashvili, Ekaterine Ebanoidze Sr. Account Manager: Salome Martiashvili Design Team Lead: Matassi Sulakauri Motion Designer: Luka Shvelidze Graphic Designer: Mari Onavari English Copy: Tatia Darsadze Administrative Team: Erekle Zurmukhtashvili, Natia Demetradze, Nana Tushishvili, Pikria Javashvili

Background: TBC Bank is the number one banking group in the Caucasus region. In 2022 TBC Bank received nine awards for its innovative digital services from Global Finance. However, some Georgians still prefer using non-digital ways for financial transactions, like handing money to minibus drivers who need to give it to someone at the next turn. In addition, according to recent World Bank and PISA research studies, Georgia ranks far below the average, not only in digital but also in terms of general education quality level. Creative Idea: TBC Bank is a technology-driven company. Its mission is to make people's lives easier with its products. That's why, to grow the popularity of our digital bank and increase the general level of education, we decided to combine both these problems and, for the first time in Georgia, turn a mobile banking app into an intellectual game platform. Execution: As the form, we chose the most popular offline intellectual activity amongst our target audience - crossword puzzles. For three months, by answering the questions, users could accumulate points, which later they exchanged for different sums of money. At the same time to find the answers to some of the questions, users had to study how the digital bank app works. The game soon became popular. Players looked for answers on social media networks. They created special Facebook groups to help each other. The campaign concluded with a grand finale and a large sum of money as a prize. The employee of the rival bank won in the end. It's good when even the competitors are using your digital bank, isn't it?! Results: With 0 media budget, our campaign attracted the attention of many Georgian influencers and celebrities, appeared on multiple television news shows, and generated countless memes. In total, more than 400,000 people participated in the game, which means every second user of TBC Digital Bank got involved in the game, 36,000 new users were registered, the number of daily and monthly active users increased from 43% to 49%, and most importantly, 45% of the total engagement came from the regional parts of our country. Previously, digital banking apps were the least used in those regions. And, Google Trends showed that the top keyword searches of the day were related to our app's question of the day! Most importantly, by utilizing 200 questions, this campaign managed to enrich the knowledge of its users along with their digital wallets. We can safely say that our mission was accomplished!