With the beginning of the full-scale invasion, most banks suspended lending to both individuals and businesses. Ukraine's wartime economy also needed financial infusions, so business lending became a vital task. State banks became the main drivers of renewal of lending to business clients in 2022.
Even before the war, entrepreneurs developed their business with the help of a loan, although it was not easy to get it. The war added uncertainty to business customers: "Who will give me that loan considering everything that is happening around?" – asked entrepreneurs who faced the task of business survival and providing people with work.

SITUATION

As early as 2022, PrivatBank became one of the leaders in business lending in Ukraine and significantly increased its loan portfolio. In 2023, PrivatBank aimed to increase business financing from key sectors of the economy. It was important to inform the market and clients that PrivatBank lends to businesses.

The bank clearly knew precisely who and what exactly it could be useful for. Therefore, the key communication challenge was to make Ukrainian entrepreneurs and businesses of certain profiles see PrivatBank as the No. 1 bank for lending.

CHALLENGE

In communicating with the audience, the main insight was the fact that people are tired of bad news. They want "something positive". The fact of lending is already good, but in the advertising campaign we wanted to turn this message into a manifesto of entrepreneurial optimism. To inspire them to fight, move forward and believe in the future.

STRATEGY

PrivatBank is the strongest bank in Ukraine. And this means that all its clients can use this power. Literally. In the videos, we showed exactly this: that a loan from PrivatBank gives you strength. The power to change the situation for the better, the power to grow, hire new employees, develop. To be stronger than all circumstances around.

IDEA

REALIZATION