The Campaign

The campaign is based on the idea of "Real People, Real Stories". Young, passionate, energetic, sophisticated, trendy, and successful people were chosen to be the brand ambassadors of the Signature Brand.

The Brief

Overall budget: 150,000 USD Breakdown of the cost: TVC Production- 20,000 USD Paid Media- 40,000 USD Product Development- 25,000 USD Launch Event- 40,000 USD Series of events in urban and rural areas- 25,000 USD

Creative Execution

Implementation: Brand Ambassadors, TVC, Social Media Contents, Web Banner, Call-to-action video, direct marketing activities (text messaging, B2B sales promotion), indoor ads, outdoor ads, teaser TV ads, FM ads, print ads, website. Timeline: Preparation- 2017.08.15-2017.10.06 Pre-Launch- 2017.10.11-2017.10.13 Launch- 2017.10.19 Post-Launch- 2017.11.11-2017.12.30 Placement: Product Placement in 537 branches of Khan Bank. Scale: Nationwide

Describe the success of the promotion with both client and consumer including some quantifiable results

Business impact: Total of ~30,000 Signature Members (Projected new members was 1,000) Impressions: As a product targeting the young, successful consumers, the product was successful in meeting the needs and demands of its target segment. Change in behavior: The product brought along a trend among young, aspiring people to express their status as a Signature Member. Consumer awareness: Consumer awareness was created mostly through word-of-mouth and recommendation.

Explain why the method of promotion was most relevant to the product or service

Khan Bank Signature Brand builds a long term emotional connection between the brand and the customer. It was the first product of its kind in Mongolia among the banking sector.

Target audience: • Customers between 27-45 years old • Business people/professionals • They always thinking about their future • They want to achieve financial freedom /family happiness Approach: The Triple "S" Strategy (Signature, Social Responsibility, Shared Value) was implemented. Signature is a form of self expression of the customers (not handwritten signature). Khan Bank gave recognition young, passionate, energetic, sophisticated, trendy, and successful people to society as part of its Social Responsibility. The recognition of these brand ambassadors create a Shared Value which brings positive influence to society and young, and aspiring individuals.