Brand building meets consumer needs: How VÚB Bank got a nation saving money

Chiara Manco

Looks at how VÚB Bank, the country’s second-largest bank, implemented a campaign to benefit both consumers’ financial health and the banks’ business.

In 2018, Slovaks’ average debt surpassed their savings. An average Household Saving Rate of 8.86%, way below the European Union’s 10.33%, made it clear that Slovakia had a money-saving problem.

That’s when VÚB Bank, the country’s second-largest bank, saw an opportunity: the chance to implement a win-win solution that would benefit both consumers’ financial health and the banks’ business.

Just another bad habit

With a brief to promote VÚB savings products to increase money deposits with the bank, VÚB’s long-term agency, TRIAD Advertising, looked into the reasons behind Slovaks’ failure to save. Martin Woska, Chief Creative & Strategy Officer, said:...

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