Kalendarynka

December 2022 was a difficult month for every Ukrainian. News, missile attacks, blackouts, and the approaching anniversary of the full-scale invasion have all but erased the feeling of the holiday season we all looked forward to and loved so much...
We noticed that despite all the things that the war robbed people of, they found the most valuable and precious things in their lives and said: "We will not let it take our holiday spirit!".
New Year 2022/2023 was our first wartime New Year's season. A holiday that we did not surrender to the enemy. We shared genuine emotions of sadness and joy, hoping for victory and wishing for the best.

This was the insight that gave us the idea. The idea to support our guests in their desire to feel JOY during the holiday season. To create positivity every day and thus demonstrate our real SUPPORT and CARE for our guests. These are the emotions that now identify our brand.

In order to achieve our three main objectives - to support BVR guests emotionally, to increase the number of visits to the app, and to increase the number of transactions with the BVR card, we needed an unconventional tool.

We wanted to set a New Year's atmosphere for our guests and let them know that the ability to feel joy and support despite everything is our strength, and therefore the holiday should be celebrated. Our creative platform had to reflect this. The solution is an Advent calendar for 38 days in the bank's app (38 because it's the whole of December and the holiday part of January).

The Advent calendar is a symbol of celebration, joy, and a pleasurable anticipation of small miracles every day.
The mechanics of the calendar allow you to contact the guest every day and motivate them to enter the app to see something unique and interesting. If the guest does not log in to the app on a certain day, this day is considered "missed," and the guest needs to take a certain action (charitable donation, card payment, mobile top-up, card-to-card transfer) to access the content of the "missed" day.

The calendar was composed of two components:
A team of characters, each with their own communication zone and dynamic: Mandarynka (Little Tangerine) talked about rational special offers; Yalivka (Little Olive) shared exciting tidbits and postcards; Tsikavnychok (Curious) was responsible for missed days, donations, and quizzes; Iskriste (Sparkling) told fortunes and discussed movies.

The second component is a visual mechanic represented by snow globes. Every day, the guest had the opportunity to light a new snow globe and discover a pop-up story from our characters. This was presented in a distinctive tone of voice, combining kind humor, warmth, a bit of flirting, and self-irony.

Since the bank's current guests are people of different ages, from different social groups, and have a wide range of interests, we told them about the Kalendarynka:
1. Via BVR's own channels: the app, the bank's landing page, Viber newsletter, email newsletter, and the bank's SMM pages on Instagram and Facebook.
2. Via «Silpo's» own channels, as there are many of our existing or potential guests among its users, and we could easily engage them in promotional mechanics. For the «Silpo» mobile app, we developed banners and push notifications.
The silpo.ua and shop.silpo.ua websites were also important communication channels, and we developed banners for them as well.

In addition, we reminded people about the Calendar on «Silpo's» Instagram SMM page and used Viber and email newsletters.
To reach the potential audience that uses the BVR card but does not yet have the app, we went offline and placed ads on screens in «Silpo» stores and in POS materials at the checkout areas in all «Silpo» supermarkets.

In this way, we reached the audience of supermarket guests who are potential guests of Bank Vlasnyy Rakhunok.

3. We also used paid communication channels: campaigns on Google, Facebook, and Instagram with conversion into the installation of the bank's app and reach.

Over the 38 days of Kalendarynka, we have achieved:
1. Transaction increase by 12%¹ with a KPI of 10%;
2. Increase in application visits (MAU) by 28%² with a KPI of 15%;
3. The fact that we provided support and brought joy during this holiday season is evidenced by the following:
- Open Rate of Kalendarynka - 41%³ of active users;
- Users unlocking missed days - 21%⁴ of those who opened Kalendarynka;
- And a large number of positive reviews from our users.

All this, together with the slogan "Turn on the New Year's mood", showed that joy and care are possible even in times of war. Or rather, we need them even more in times of war!