Agency: OMD Hungary

Objectives

Despite the fact that the government launched new tax regulations in favour of the SMEs, the segment didn't start improving on an expected level. With no bank supporting start-uppers properly answering consumer demand and supporting their ideas financially, K&H Bank saw an opportunity to turn the trend around. We needed to directly attack a social issue at the heart of society, by re-inspiring the proud Hungarian entrepreneurial spirit and to play an authentic role in helping Hungarians achieve their dreams!

In order to directly address the issue, the campaign needed to...

  1. Inspire: Attack this crisis of confidence and inspire Hungarians by helping them spot gaps in the market they could take advantage of in their local area.
  2. Support: Attack the conceived complexity of starting a business by arming aspiring entrepreneurs with the skills to sustain success.
  3. Be the first choice in finance for SMEs

Strategy