Premium where you least expect it
- Media
- Media strategy
- Comprehensive media campaigns
- Performance marketing
Client
Oschadbank is one of Ukraine's most recognizable banks.
Task
Grow Oschadbank Premium’s user base by 20% — and bring a younger audience into the picture.
Challenge
In the public eye, Oschadbank stands for reliability, national heritage, and stability — but not for modern premium service. For audiences aged 20–40, the brand wasn't a natural choice for premium banking, and classic performance lead generation in the category was only getting more expensive and less effective.
Solution & Tools
We analyzed Oschadbank Premium’s existing audience — and widened the lens. Specifically, to entrepreneurs and small-business owners, along with the audiences a state bank naturally reaches: doctors, public servants, and military personnel.
We built the media strategy to unlock that potential in full and carry the new image of Oschadbank Premium to the target audience. We knew the real problem: brand awareness wasn’t converting into premium choice. So instead of communicating product benefits head-on, we first reshaped the very perception of Oschadbank as premium — through broad-reach awareness campaigns.
In effect, we combined emotional brand-building with data-driven performance: first shaping a new perception of Oschadbank Premium, then converting that interest into applications through precise lead-generation tools.
– We optimized the campaign for full video views and impressions on large screens like Smart TV. This didn’t just extend reach — it drew in a more engaged audience.
– We also layered in cost-per-click buying of premium programmatic banner ads. It created a first touchpoint with an audience potentially open to premium service, but who previously fell outside the classic premium-client profile.
These early interactions were exactly what helped us refine the audience profile, better understand who responds to the new image of Oschad Premium, and scale the campaign to look-alike segments.
Results
With this approach, we found Oschadbank Premium a new kind of user — the ones commercial banks often overlook.
Once the awareness campaign launched, performance started working far more efficiently: twice the leads at half the CPA.
Premium card growth reached 39% in 2024 and 45% in 2025.
Ближче до оригіналу:
Thanks to the chosen tactics, we found new users for Oschadbank Premium — the kind commercial banks often miss.
After the reach campaign launched, performance began working significantly more effectively. We got twice as many leads at half the CPA.
Premium card growth came to 39% in 2024 and 45% in 2025.
The campaign helped bring in a younger audience: new users came increasingly from the 20–40 age group. 25% of new clients were entirely new to the bank — with no prior payroll, social, or other Oschadbank products.
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