THE SITUATION: Loyalty programs are often taken for granted by customers and tend to be ineffective. For instance, a bank's merchandise. Employees use it, but customers don't need it. Nobody wants to associate themselves with banks – they are not a sports team, after all; and it's not the kind of brand that is loved by the general public. THE OBSERVATION: The most valuable things for people tend to be those that are out of our reach. Things that money can't buy. THE IDEA: We decided to change the approach to the bank's branding and created TRANSACTION MERCH - items designed by well-known artists that people would really want to get. They cannot be purchased with money, only obtained through specific transactions using the bank's app, transactions that cannot be accidental. Each item had its own price - a specific set of actions within the app (purchase of products, payment for services, or donation to a charitable organization). PR RESULTS: - 10 000 000+ audience reach - 100 000+ of interactions MARKETING RESULTS: - the app downloads were increased by 147% - the total amount of transactions in cafes and restaurants increased by 12% - the total amount of 38 000 cards were issued online during the course of the campaign. The total quantity increased by 6%