Retail OTP - Term deposits

In Ukraine, deposits have always been the toughest category among retail banks’ portfolio of products.

Retail OTP – Term deposits

Principal Authors: Zoriana Kachurak and Martin Alles – Ogilvy Group Ukraine; Aleksander Strelchenko – OTP Bank Ukraine

Contributing Authors: Nataliya Sumovskaya and Maryna Rozenbush – Ogilvy Group Ukraine; Anastasiya Datsko – OTP Bank Ukraine

INTRODUCTION: HOW TO GENERATE AN INFLOW OF DEPOSIT FUNDS IN THE MIDST OF A FINANCIAL CRISIS.

This case tells a story of how a very simple and relevant insight resonated with the consumers in a very big way, generating results which surpassed expectations two fold.

In Ukraine, deposits have always been the toughest category among retail banks’ portfolio of financial products....

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