Retail OTP – Term deposits
Principal Authors: Zoriana Kachurak and Martin Alles – Ogilvy Group Ukraine; Aleksander Strelchenko – OTP Bank Ukraine
Contributing Authors: Nataliya Sumovskaya and Maryna Rozenbush – Ogilvy Group Ukraine; Anastasiya Datsko – OTP Bank Ukraine
INTRODUCTION: HOW TO GENERATE AN INFLOW OF DEPOSIT FUNDS IN THE MIDST OF A FINANCIAL CRISIS.
This case tells a story of how a very simple and relevant insight resonated with the consumers in a very big way, generating results which surpassed expectations two fold.
In Ukraine, deposits have always been the toughest category among retail banks’ portfolio of financial products....