Bejby Blue
Tatra Bank
Issue 61 | January 2022
Agency
This Is Locco
Creative Team
Creative & Strategy Director Juraj Kovác Art Directors Martin Janak, Adrian Mery, Engelbert Strapec Copywriters Juraj Kovác, Dano Vachuna, Sandra Conortova
Production Team
Production Company SORRYWECAN Director Roland Wranik Music Dalibor "Dalyb" Štofan
Other Credits
Account Manager Juraj Rusnák
Date
June 2020 – November 2021
Background
On the strength of its annual student acquisition campaigns, Tatra Bank had won awards as “the world’s most innovative digital bank.” However, its competitors had resorted to offering students large cash incentives and for the first time Tatra had fallen to No. 2 in the segment of student banking.
The challenge was to regain the No 1 spot and re-establish the bank’s reputation for digital innovation.
Idea
The idea was to create a modern-day success story in real time, a star who, through digital media, came from nothing like Billie Eilish and Justin Bieber to be famous.
Bejby Blue was a digital persona, created from scratch and launched in a cloak of mystery. Her life in social began with an acoustic cover of a song by leading rapper Dalyb. Then she appeared with him in a video. As her profile grew, it was revealed she was the new face of Tatra.
Over the following four months her social presence expanded as she connected with other successful influencers.
She launched her own merch; made TikToks with famous TikTokkers; livestreamed with well-known gamers; taught people about sustainability with eco influencers; helped young music producers get noticed with a remix competition; hosted the news on a popular youth channel and giving advice on how to cope with lockdown. She even released her own single, “Click”, a hymn to the digital age.
Top Slovakian singer Tina recorded a song “I want to be like Bjeby Blue”, which got 1.3 million views. With over three million views of her own videos, Bjeby Blue herself was nominated for five awards at the Slovakian Music Awards.
Results
Business goal exceeded, achieving 102% of new customers, with the numbers opening new accounts via the mobile app being 125% of target. Twice the number of accounts than opened in 2018, 64% more mobile conversions than 2019.
Prompted awareness was 43% with 97% brand attribution against a benchmark of 70%.
Our Thoughts
How do brands reach Gen Z, an entire demographic that has declared war on advertising? Through the influencers, the YouTubers, Instagrammers and Twitch stars they follow. But this is a first, a brand creating its very own influencer in order to demonstrate how in synch it is with its audience of students.
The most fascinating stat of all is that even when everyone realised that Bjeby Blue was a marketing stunt, she still kept 25% of her followers