George, the smart way to bank. UGC at scale. Automated creatives.
George is the first smart internet banking from Romania: user friendly, personal and 100% online launched by Erste Group. Banca Comerciala Romana (BCR), a member of Erste Group, is the most important financial group in Romania, including operations of universal bank, as well as specialized companies on the leasing market, assets management, private pensions, housing banks and banking services through mobile phone.
1,200 pieces of UGC in ten days, turned into automated creatives.
Challenge
Get George as a brand more well known as a banking solution. Open banking and digital-only banking are still rather new concepts in Romania, even with the growth of Revolut. We needed to exponentially generate pieces of UGC with #staycontactless to fight against COVID-19. For every hashtag used, George donated 1 Euro.
Solution
Mass-sampling t-shirts with positive messages to micro-influencers. With over 135 micro-influencers enrolled in the campaign, it meant over 1.200 pieces of content in the span of just 10 days. A rollercoaster of communication, content and micro-influencers during a global pandemic – performed digitally and measured in one platform. Fully automated and in real-time.
Results
BCR brought something new into the market with the digital-only banking offering (George). This meant that their marketing had to align with that innovation, by deploying UGC across social and ads, while measuring the results of all activities.
