In late 2017, Home Credit was launching two distinct products, each targeting different markets with unique benefits and objectives. The challenge was to ensure both product launches supported the new brand idea, “Now Everything’s Possible,” while clearly highlighting their specific advantages.

LAUNCHING MARKETPLACE: Marketplace introduced a novel concept to Russian consumers—an online platform offering over 10,000 electrical and homeware products with the added benefit of interest-free credit. This aligned perfectly with our new brand positioning, as it empowered people to seize the opportunities life offers, resonating with the idea that "Now Everything’s Possible." The creative concept for Marketplace focused on showcasing the “benefit of the benefit.” Rather than simply highlighting the advantages of the Marketplace platform itself, we spotlighted what those benefits enabled consumers to do. The approach also allowed us to have a bit of fun and disrupt conventional advertising expectations, making the campaign both engaging and memorable.

We executed the idea within a simple modular set-up and resolution construct…
‘A BANK THAT KEEPS YOUR BEER COLD?’ ‘THAT’S POSSIBLE’ (FOR A FRIDGE)
‘A BANK THAT GETS YOUR CLOTHES CLEAN?’ ‘THAT’S POSSIBLE’  (FOR A WASHING MACHINE)
‘A BANK THAT HELPS YOU STAY IN TOUCH  WITH YOUR FAMILY’ ‘THAT’S POSSIBLE TOO’ (FOR A SMARTPHONE)

This approach resulted in 10 distinct TV spots, each highlighting how Home Credit was a bank capable of doing things no other bank could—like keeping your beer cold—while also promoting the benefits of the new Marketplace product. By integrating the core idea into the heart of the campaign rather than using it merely as a tagline, we were able to consistently reinforce the concept of “enabling” at every touchpoint. This helped convey that “Now Everything’s Possible” was more than just a slogan—it was the brand’s fundamental purpose. The idea was extended across outdoor, radio, print, and digital channels, all of which saw similarly successful outcomes.

LAUNCHING INSTALMENT CARD: Home Credit’s new instalment card was being launched on the back of competitors’ efforts to educate the market.  The product idea is pretty simple – you can use the card to shop anywhere you like and spread the payments over 3-12 months without paying a penny extra. For the creative idea we adapted the thought from Marketplace and again focused on the end-end benefit – so rather than talking about the benefits of the card we talked about the benefits buying things with the card enabled; with lines like:

‘THE CARD THAT TURNS YOU INTO A PHOTOGRAPHER’ (FOR A CAMERA)
‘THE CARD THAT FILLS YOUR SHOPPING TROLLEY EVERY WEEK’ (FOR A WEEKLY SHOP)

This again led to 10 distinct TV executions, plus stacks of print, outdoor, radio, digital and a huge increase in positive brand consideration.