Polish Thursday: Trashvertising being effective

Placing ads on the trash bins is pretty popular among social organizations. Commercial companies don’t use it very often – probably because of the risky context. But in 2008 in Poland mBank (first electronic bank in Poland, part of the BRE Bank Group) ran a very successful campaign using bins and dustcarts as a medium. I say successful because 52,5% respondents said that campaign was standing out of the other banks campaigns and almost 80% said that it can inspire somebody to change their bank for mBank. The campaign was based on a concept of wasting money. Apart from the trash bins and dustcarts mBank used also other ambient media. See examples and results of the campaign below.

Dustcart:

Copy: How much money do you waste for your bank fee?

Trash bin:

Copy: How much money do you waste for your bank fee?

Vending machines:

Copy: How many chocolate bars would you have for free if you didn’t pay for your bank account and money transfers?

Swimming pools:

Copy: Money flows like water when you have to pay for your bank account and money transfers.

Fitness clubs:

Copy: How many times could you enter this fitness club free of charge if you didn’t pay for your bank account and money transfers?

Agency: Fabryka Pomysłów, Warsaw, Poland

The results:

The campaign „Count & choose mBank”:

Source: mBank

Polish Thursday – new section on http://hatalska.com especially for foreigners – on Thursdays I write in English about Polish advertising.

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