Slovenská sporiteľňa in Slovakia continues the creative concept of the “Future is yours” business campaign. In the TV spot, the story of father and son is again developed, this time in the environment of an innovative family business. The main message of the campaign is the support of innovation as an important part of the success of entrepreneurs and the successful future of Slovakia. The part of the campaign is highlighting news for entrepreneurs, opening an online account, or a comprehensive financing offer for companies. In addition, Slovenská sporiteľňa presents a unique program aimed at supporting and financing Slovak startups.
The business campaign is part of the concept “Future is yours”, which brought the strong topic of the brain drain of young people into the media space. Over the past 15 years, more than 300,000 mostly young people have left Slovakia, and many more are thinking about it. The strongest reason for their return from abroad is the family and subsequently the motivation to help their country. And it is exactly this insight that the new campaign of Slovenská sporiteľna works with.
“With the story of the son’s return from abroad, we inspired a better future in Slovakia as part of the spring campaign wave. It achieved excellent communication results – it spontaneously became the best-known campaign in the banking market in the monitored period. In addition, it improved the qualitative parameters of modernity and optimism, which are associated with our brand. We supported the beginning of the campaign with a digital citylight in Times Square in New York, which achieved over 200,000 organic impressions on social networks, and it resonated especially in professional circles,” – says Peter Holík, Head of Marketing Communications at Slovenská sporiteľna, adding: “In the latest campaign of the concept, we focus our attention on our businessmen and businesswomen. We care a lot about them because their success is one of the conditions for the successful future of our entire country. We are therefore bringing a unique program to support them.”
The advertising campaign was created by the Zaraguza agency and directed by Laurence Dunmore. The campaign will be deployed in all media types with an emphasis on digital. The strong emotion supporting the locality of the story is once again completed by the cult song of the band Para “Naša krajina” (“Our country”). The campaign storytelling is developed by the microsite www.buducnostjevasa.sk.
Customer: Slovenská sporiteľňa
Creative agency: Zaraguza
Creative Directors: Ondrej Kořínek, Martin Ondrušek
Strategist: Pavol Minár, Patrícia Reichová
Art Direction: Martin Ondrušek, Andrej Nemček
Social Media: Martin Rajec, Lucia Peterková, Dominika Turcerová
Copywriters: Karin Hornáčková, Matej Sekerka, Ondrej Kořínek
Graphic Designer: Oliver Boďo
Account Management: Marek Kabát, Ivana Fertáľová, Lucia Moravčíková
Production: Bistro Films
Director: Laurence Dunmore
Photographer: Marek Musil
Media agency: Wavemaker Slovakia
Source: the Bank`s press release dated August 22, 2022