Denis Shlichkov
Commercial bank MIA, Head of PR and Advertising Department
Virus advertizing is one of the youngest and promising trends of the advertizing market. It is successful because people perceive the information not like an advertizing message, but as an entertaining material. Lately this format of advertizing quite actively walks into the Russian market. Though in financial sector this type of advertizing is rarely used – kind of projects are single. It is also conditioned by the fact that the majority of banks are quite conservative. Most of bank advertizing is monotonous and often while watching an advertisement it is hard to differ one bank from the other. Pattern approach is used by all – happy looking faces of beautiful and handsome young people. While for virus dissemination of advertizing an unusual approach is required, maybe even bordering with faults. Only in this case the “bush telegraph” principle can start to function.
Our bank has tried to distance itself from the classic advertizing and at the beginning of the summer has launched an uncommon advertizing campaign, which was positively perceived by the bank’s customers and had a positive feedback. It was creative and was beyond the constraints of habitual imagery. It is also worth mentioning that not all the media channels agreed to place it. It is true that the advertisement was nonstandard but at the same time was proper, without inclusion of any provocative messages. This example obviously evidences that the Russian market of advertizing is not yet used to some ideas, which come out of the common pattern.
Nevertheless, I assume that in the nearest future the virus advertizing will be widely spread. To a great extent it is associated with the increase of the portion of advertizing in the network. I believe that currently the internet is the most perspective targeted advertizing channel. It provides numerous opportunities for calling into life advertizing concepts: videos, pictures, text messages, etc. It makes possible to set the parameters of the targeted audience and send own advertizing message.
In my opinion a good virus advertisement in the network is not less effective and in some instances allows receiving considerably best results than the traditional advertisement on the streets of the city. It is also worth mentioning another preference – for creativity in the network multimillion budgets are not a must. Home video format commercials collect millions of “likes” and fly all over the half of the world.
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Vladislav Savinkov
Bank Trust, Administration Head of communication marketing
The search of banks of new forms of interaction with clients, undoubtedly, will lead to the spread of virus advertizing campaigns. However, most likely it will not happen in the nearest perspective. Presently, virus marketing in Russia represents an unpredictable advertizing tool: its influence on the sales growth and other indicators is impossible to calculate due to lack of sufficiently clear criteria for efficiency evaluation.
During the process of dissemination of such advertizing the rumors about it got distorted beyond recognition, the reaction to them is hard to forecast and there is a high risk of earning negative reputation.
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Maria Burak
Home Credit Bank, Director of Marketing communications department
I think they are ready for it. It is the next step the banks have to take, and in my opinion it is not far off.
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