Due to the uncertainty of the future, people postpone the decision on credit "until better times": we wouldrather choose self-restraint than take a loan from the bank. This led to the opinion that loans are taken in case of "urgent" need.

SITUATION

This problem is not about the attitude to credit, but about the attitude to life. It is part of our culture and mentality. And it is difficult to influence it. Therefore, solving such problems can only be done by brands of the scale like PrivatBank.

CHALLENGE

In fact, credit doesn't have to be a lifeline. It can also be the driving force of fundamental changes in life - everything depends on the goal and aspirations of these changes.
Business is already accustomed to consider credit as an investment that brings delayed and long-term benefits. We offered individuals the same positive attitude towards cash loans.

INSIGHT

STRATEGY

Therefore, PrivatBank decided to withdraw cash loans from the "extreme measure" category. And show them as a personal upgrade tool. For this purpose, we have chosen the 3 most typical situations when money is needed here and now, but it has a long-term impact:

• Home repair
  
• Education
  
• Increasing the energy efficiency of housing

Unlike competitors, the tone of voice was not humorous, but intelligent. The one who "believes in you", inspiring, optimistic. With such a tone we started an important conversation about the benefits of loans. Loans that improve your life.

IDEA

We decided to urge people not to postpone life for later. And act right now and make their dreams come true.
The videos literally demonstrated that a cash loan sets the pace for both changes and your life. By taking a cash loan from PrivatBank, you are making your life better right now.