Campaign details

Brand: Alfa-Bank Russia
Brand owner: Alfa-Bank
Lead agency: OMD Media Direction, Digital BBDO Russia
Contributing agencies: Astra One
Country: Russian Federation
Industries: Banks
Media channels: Online display
Budget: 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 up Lionel Messi as a brand ambassador. The innovative native digital campaign focused on the underlying connection between Alfa-Bank's appearance and Messi's personal brand as one of the best football players in the world.