Alfa-Bank Russia: Find Messi

Private banking brand Alfa-Bank created an AI-driven campaign based around footballer Lionel Messi, to drive awareness of the brand during the FIFA World Cup 2018.

Campaign details

Brand: Alfa-Bank RussiaBrand owner: Alfa-BankLead agency: OMD Media Direction, Digital BBDO RussiaContributing agencies: Astra OneCountry: Russian FederationIndustries: BanksMedia channels: Online displayBudget: Up to 500k

Executive summary

In the face of growing ad clutter during the FIFA World Cup 2018, Alfa-Bank resorted to an impactful marketing activation to promote its positioning as advanced private bank, as well as to acquire new clients.

On top of being the official bank of The World Cup and coming up with special credit offers for football fans, Alfa-Bank signed...

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