Creative ideas for Home Credit Bank "Benefit" credit cards.

1. BENEFITIAL PRESENTATION
FOR HOME CREDIT BANK/«BENEFIT» CREDIT CARD
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2. 2
CLIENT: Home Credit Bank
PRODUCT: Home Credit Bank Visa cards: “Benefit Gold” and “Benefit Platinum” credit cards, “Good News” debit card.
KEY BENEFITS: 1) “Benefit Gold” allows to collect 1%, 3%, 5% bonuses from purchase according to a kind of deal. Credit card
holder can spend bonuses for any purchases. Simple rate, where one bonus is equal to one ruble, allows for easy calculations.
2) “Benefit Platinum” allows to collect 3%, 5%, 7% bonuses from purchase according to a kind of deal. Credit card holder can spend
bonuses for any purchases. Simple rate, where one bonus is equal to one ruble, allows for easy calculations.
MAIN TASK: To announce the release of updated products in social media among current and potential customers of the bank. To
reverse the negative effect induced by a forced transition to new conditions applied for “Benefit” credit card holders (before
conditions were different).
SECONDARY TASK : to increase the number of subscribers in social media groups
COMMUNICATION TASK: to tell about card benefits.
BRIEF

3. IDEA 1

4. 4
The world is rapidly changing:
prices, weather, laws, credit
conditions.
We believe that changes are
always for the best, we just
need to know how to benefit
from them.
MANIFESTO

5. CHANGES QUIZ
So we came up with:
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6. 6
IDEA
Quiz helps users to learn how successful people
coped with the changes in the past, and how a credit
card “Benefit” makes holders feel comfortable in a
fast-changing world of the present.

7. ACTIVATION MECHANIC
User is asked to take
a part in a quiz in social
media .
User subscribes to Home Credit
Bank social media page in
order to take part in the prize
draw.
At the end of the quiz user learns
about his attitude to changes and
which of the “Benefit“ card
advantages fit him.
User finds out about “Benefit”
card advantages while
answering questions of the
quiz.
1 2 3 4 5One of those who passed the
quiz successfully wins in a weekly
prize-draw.
When user subscribes to Home Credit Bank social media page
When user doesn’t subscribe to Home Credit Bank social media page

8. 8
ANNOUNCEMENT
In social media users are
encouraged to take the quiz.
Learn how to benefit from changes with Home Credit
Bank quiz and win iPhone 6.
It is hard to deal with changes, even in fashion, right?

9. 10
QUIZ
10 quiz questions associated with people, who
one way or another changed the world: from
common known scientific geniuses to the
contemporary guru of IT-technologies. Someone
initiated changes, someone adapted to new
ideas, someone carefully avoided them. Each
story in one way or another leads to money issue
and helps to display "Benefit" card features.

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SOCIAL MEDIA SUBSCIRBTION
Before start of the quiz users are
recommended to join Home Credit
Bank social media community.
Subscribers, who will answer all quiz
questions will take part in the prize-
draw.
Those who decide to continue without
subscription can pass the test but will
not get a chance to get a reward.

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QUIZ. QUESTION
Common education has become possible due to the loan taken by:
STICK
If a user selects this option, he reads:
Donald Stick has no relation to "carrot and stick”
motivation method. Although as an author of books
on computational mathematics for some students, he
became almost a Godfather.
GUTENBERG
Correct answer: Gutenberg became an initial point of
common education, when he took a loan around
1600 guldens from Johann Fust with a huge interest
rate and materialized his invention - a typographic
machine. As "Benefit“ cardholder, you can buy a
whole library, and waive interest charges - enough to
pay your bill within 51 days grace period.
EDISON
If user selects this option, he reads:
A light bulb really helps students to stretch
homework process till dawn, however, education had
become widespread long before Edison’s invention.
A RESPONSE OF CONSERVATIVE
A RESPONSE OF REVOUTEONIST
A RESPONSE OF EVOLUTIONARY

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RESULTS
You answered 7 questions out of 10. Judging by your answers,
changes are not very welcome in your life. “Benefit” credit card allows
you to remain faithful to your favorite shops and that peaceful cafe
where you got used to gather with friends. With “Benefit Gold” and
“Benefit Platinum” cards you can stay with your habits and spend the
cumulated bonuses wherever you like with 1 bonus point equaling 1
ruble rate .
A user gets the result based on his
answers. According to user’s attitude to
changes he is suggested particular
advantages of the new “Benefit” features,
most relevant to him.
MOST RESPONSES OF CONSERVATIVE

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PRIZE
Once a week everyone who answered
correctly all the questions and joined HCB
social media community takes part in a
prize draw: iPhone 6 passes into
possession of the winner. The winner is
selected by the mathematical formula.

14. IDEA 2

15. MANIFESTO
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Some say that credit card is a kind of scam and
brings no benefit to anybody but bank.
We want to prove this opinion is untrue.

16. MARATHON OF BENEFITIAL INITIATIVES
That is why we create
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17. IDEA
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We know, what is BENEFIT and we work on its
behalf. That is why we launch a contest of
initiatives. All together we can choose and
implement one – and make our world a bit
better.

18. ACTIVATION MECHANIC
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Famous blogger announces
Marathon of beneficial initiatives
on his blog and social media
pages and indicates the link to a
project page on web.
On a project page users offer
initiatives and encourage others
to vote for their propositions. To
vote one has to become a
member of Home Credit Bank
social media community.
Project page is restructured. The best
initiative (by users’ choice) is getting the
scores from users in 51 days period.
1 2 3 4Home Credit Bank implements
the chosen initiative and spreads
information about it’s activity
through Media.

19. 1 STAGE. ANNOUNCEMENT
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Blogger tells on his social media pages
(vkontakte.ru and lifejournal.ru) about
Marathon of beneficial initiatives
conducted by Home Credit Bank. He
explains the rules of the project and
suggests his subscribers and other
bloggers to join.
Home Credit Bank starts Marathon of beneficial
initiatives. It is our chance to make the world better!

20. 1 STAGE. CHOICE OF INITIATIVES
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“I live really far from my grannies now. I would like
to chat with them online sometimes, but they are
so It-illiterate! That is when I had this idea: let’s
make an ambulant course to help elders around
the country to learn Internet! Imagine you
granny’s Facebook page – I’d like to follow it))”
Peter, Tomsk
“Some of them are fluffy, some of them are bald,
but they all deserve to have home! To keep a pet
at home is a responsibility, which not everyone
can take. But in sake of humanity and safety of
our town: let’s build a shelter! Vote!”
Petrova Lyubov, Olovyansk
“Our district is popular with young parents. I am a
one myself. We are struggling to use stairs! The
prams are so heavy! And it is not safe for the
babies! Let’s make a young parents’ life a bit
easier: let’s equip our area with ramps”.
Alena, Moscow
1700 VOTES
Users publish their initiatives on the project page and share it through social media asking friends, neighbors and
colleagues to support the idea. To give a vote one has to subscribe for Home Credit Bank social media page.
507 VOTES3000 VOTES

21. 2 STAGE. POINTS COLLECTING
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Act with “Benefit”!
Exchange: We swap the points for rubles and use them for
implementation of the initiative you chose. As with “Benefit” credit cards
accumulated points are spent on what you decide.
How to: Sign in via social media and add a point to initiative. One point is
equal to one ruble, in the same way as with “Benefit” cards write-off rate.
How long: If you already voted, tell your friends they still have time
remaining. Points on the implementation of the initiative are collected
within 51 days. Exactly the length of "Benefits” credit cards grace period .
Creating a network of animal shelters.
Initiatied by Petrova Lyubov, Ololavyansk
Add point to make the world better
Our visitors chose this initiative among others and
now it is gaining points to become reality.
An initiative already gained 50 000 points, that means
we will spend 50 000 rubles on project realization.
To give a point, the user signs in through social media
account. When he clicks the button “Add point to make the
world better”, a record about this action appears in his
profile and a ruble is added to the banking account for
project implementation.

22. 3 STAGE. IMPLEMENTATION OF INITIATIVE AND PR
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Home Credit Bank gives the sum equal to the number
of votes for the realization of winning initiative. Every
step of project implementation is widely covered with
different media.

23. Thank you for attention!