Objective:
To ensure cooperation between Otbasy Bank and Ninety One, organically linking the bank's values with the group's youth audience. The main focus is financial literacy, savings for housing and family values.
Our role:
- Negotiations between Otbasy Bank and Ninety One, building favorable terms of cooperation.
- Coordination of artists' participation in the project - from concept to implementation.
- Control of brand integration - ensuring a natural combination of the bank's values and the group's image.
- Monitoring the release and promotion of content so that it appears on the pages of artists and the bank in a timely manner.
What was implemented:
- Educational project on financial literacy (5 episodes) — Ninety One participants shared their personal experience of saving money and responsible attitude to money.
- Advertising videos motivating young people to open deposits in Otbasy Bank to buy their own home.
- Joint video clip for the song "JUR MAPELEP" — a visual story about family values, the warmth of the home and the importance of caring for loved ones.
Results:
- 900,000+ views of the video "JUR MAPELEP", active discussion in the comments.
- High level of audience engagement in the topic of financial literacy.
- Increased awareness of Otbasy Bank among young people through natural interaction with Ninety One.
- The Ninety One x Otbasy Bank collaboration has become an example of how music and social values can work together, inspiring young people to take a conscious attitude towards finances and the future.