Creative ideas for Home Credit Bank Personal loan service.

1. NEW YEAR ACIVATION
FOR HOME CREDIT BANK / PERSONAL LOANS PROMOTION
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CLIENT: Home Credit Bank
PRODUCT: Personal loans.
KEY BENEFIT: Simple at-store application for a loan right before purchase of сhosen item
TASK: Support the "hot season" in sales from mid-November until the 2nd week of January. People have to buy New Year gifts for
friends and family as well as for themselves. Someone will continue to shop even after the celebration. The goal is to increase the
volume of issued loans to approximately 3% during the period.
ADDITIONAL TASK (optional): to increase the number of subscribers in social media groups.
TARGET AUDIENCE: All Russia (towns and cities), 21+, F/M, with average ability to take a loan from 4000 to 150000 RUB.
BRIEF

3. IDEA 1

4. 4
Artificial gills, wireless electricity, tanning pills
– 2016 is on our doorstep along with incredible
technologies. In the meantime, while technical
progress works for the benefit of mankind,
many people live in expectation of comfort, for
years saving money on a purchase they dream
about.
In these dreams, in three or four years long-
awaited washing machine, stove or monitor
appears in apartment.
New Year – is a time to take consumer loan and
let the future come.
MANIFESTO

5. TRAP FOR THE FUTURE
That is why we propose to make
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Home Credit Bank is doing everything to help the future
to reach everybody.
To achieve this together with rbc.ru news hub we create
a future catching project, which focuses on the
prospective architecture, technology, sports, food, along
with the tutorial on personal loans.
IDEA

7. ACTIVATION MECHANIC
User lands on a page through
rbc.ru.
User reads the forecasts. Forecast
topics correspond to the
categories of goods, for which the
HCB provides personal loans:
furniture and decor elements,
home and kitchen appliances,
electronic devices, fitness
membership.
User clicks “Trap the future” button
while wondering through the topic.
1 2 3 4 5After clicking the button user fills
an application form for the
personal loan request in a
specified product category.
User receives the approval by e-
mail and shows it in one of the
affiliated stores to buy desired
article.

8. CATCHING FUTURE PROJECT. TOPICS
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Teleport devices, incredible
energy storages, and
wireless phone charger that
you can use right now.
Artificial meat, molecular food,
printed meals and kitchen,
where you can start cooking
now.
Invisible robots, navigator for
pets and household
appliances, which can be
picked up right now.
Walls-chameleon, self-
assembling buildings and
furniture that can be put
inside the house right now.
New kinds of sport, records in
the sports and fitness
machines which you can start
using now!
HOUSEHOLD FOOD TECHNOLOGY SPORTSENGINEERING

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CATCHING FUTURE PROJECT. HOUSEHOLD
Maybe your house is not yet that advanced, but it
deserves to become a home of your future – the way
you imagine it. With a personal loan from Home Credit
Bank you do not need to wait: you can buy furniture of
your dream with 0% of initial contribution and instantly
take it home.
Future buildings are assembled from pre-maid modules in
design dominated by low-cost, durable, weather-resistant
materials.
For example, a house made of cellophane can be ordered on
the Internet, like jeans or sneakers. Its dimensions are freely
regulated – just like meccano. Trap the Future
Loan period: up to 24 months
Loan amount: up to 500 000 rubles
“The formula of the sofa “ item

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After user clicks the button “Trap the
Future", he is provided with a form
asking about his name, place of
work, income, store name, category
and price of the desired item.
FILLING PERSONAL LOAN REQUEST FORM

11. CONSUMER LOAN APPROVEMENT
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After a while the user receives approval from
the bank by e-mail.
With this approval and supporting documents
user goes to the store. Here he shows the
approval letter, pays initial contribution if
intended and takes the Future home.

12. IDEA 2

13. MANIFESTO
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Many customers employ a rational approach to
the choice of New Year gifts, both for themselves
and for people they love. They read reviews,
compare features of goods and carefully count
expenses.
We want to make the counting process easy,
clear and spirited with New Year!

14. ANTI-CUSTOMARY CALENDAR
And offer a
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We create a application with functions of calculator
and calendar to compute the cost of purchases not in
abstract numbers but in useless and routine buys
made during the whole year.
This simple but rational argument is aimed at people
who analyze future purchase with the help of online
resources such as yandex.market.ru.
IDEA

16. ACTIVATION MECHANIC
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Making a research on
yandex.market.ru website
user clicks on a banner and
lands on a project page.
On the page user indicates
cost of the purchase, the
first payment amount and
number of months to pay off
the loan.
Calculator computes the cost of
monthly payment. User sees a result
in the customary expenses which
occur monthly each year.
1 2 3 4 5By clicking "Spend money
wisely “ button, user opens
and fills online the HCB
personal loan request form.
User receives loan approval
by e-mail and comes with the
approval letter to one of the
affiliated stores to buy desired
article.

17. ANNONCEMENT
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Do you have a fancy for this fridge? Calculate its real
value when you take a Personal loan to purchase a
product in our New Year calendar.

18. CALCULATING CALENDAR
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YOUR MONTHLY PAY OFF
for the fridge in 2016 is 1980 rubles.
=
In a special form user indicates the cost
of the purchase, the amount of first
payment and the number of months he
intends to pay off the loan.
As a result he gets a calendar where his
monthly payments showed in those non-
essential purchases, which each
Russian reluctantly makes every year.
Spend money wisely
+
+
+
+
+
JANUARY
FEBRUARY
MARCH
.
+ +

19. FILLING PERSONAL REQUEST FORM
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After the user clicks the button
“Spend money wisely”, he is
provided with a form asking about
his name, place of work, income,
store name, category and price of
the desired item.

20. PERSONAL LOAN APPROVEMENT
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After a while the user receives approval from
the bank by e-mail.
With this approval and supporting documents
user goes to the store. Here he shows the
approval letter, pays initial contribution if
intended and takes his purchase home.

21. IDEA 3

22. MANIFESTO
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New Year is a perfect time to welcome everything good and
new. But to find a space for the new, it is imperative to get
rid of the old — as it’s traditionally done by Italians, who
throw away all the trash as the New Year approaches.

23. NEW YEAR IN ITALIAN WAY
That’s why we declare
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24. IDEA
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Instagram contest, where users upload
photos of things that they would like to
replace with new, adding #ItalianNewYear
and #HCB to the post.
Every week we chose one winner and pay
off his consumer loan.

25. ACTIVATION MECHANIC
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User learns about the contest
through social media and
banners.
User takes a picture of an
object he wants to replace
and posts it with hashtags
in Instagram.
User arranges an HCB consumer
loan to get the main prize.
1 2 3 4 5User subscribes for HCB
pages in social media to learn
the weekly announced results
of the contest.
Each week one winner is
awarded with paying off his
HSB consumer loan.

26. ONLINE ANNOUNCEMENT
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In the group we talk about how to
spend spared energy with HCB promo
campaign for DIY Christmas and New
Year Cards.
We tell about New Year traditions
all over the Planet and offer users
to celebrate New Year in Italian
way with HCB, staying at home.
Contest rules
announcement
Home Credit Bank
social media pages
«Amazing Planet travel community »
2 918 289 subscribers
«Cook Good»
4 024 359 subscribers
«DIY community»
933 107 subscribers
We talk about traditional Italian
cuisine and encourage to
celebrate New Year in Italian
way with new kitchen
appliances.

27. LEARNING ABOUT CONTEST OFFLINE
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Installations in the city, imitating thrown
away furniture and appliances with an
appeal to take part in a promo
campaign.
Christmas tree decorated
with Italian flag colors draws
attention to the leaflets with
information about the promo
campaign.
POS materials encourage
to celebrate the whole New
Year in Italian way with
HCB.
Italian restaurants Home Credit Bank branches Outdoor

28. INSTAGRAM CONTEST
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Getting ready for 2016 #NewYearinItalianway! Rest in peace, bro! Make the
street cats happy, as once you made my great-great-great-grandparents very
happy.
Thanks to #HCB I will get new soft and cozy sofa!
# NewYearinItalianway! «Home alone» repetition I’ll watch on a
brand new 48 inch TV, thanks to #HCB.

29. PRIZES AND WINNERS
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Each week the winner (chosen by a
mathematical formula) is announced at
HCB social media pages. Home Credit
Bank acts as Santa Claus and pays off
Personal Loan for the purchase made by
the winner during the promotional period.

30. Thank you for attention!