The Slovak Savings Bank, in its #RÁTAMEsBUDÚCNOSŤOU campaign, presented important data on Slovakia’s prosperity during the pre-election period, when society was solely focused on bears and immigrants. In cooperation with Creative Studio Pútnici, we transformed complex numbers into a relatable form with a clear message. As a result, hundreds of thousands of people suddenly engaged with the complicated data.
The challenge of communicating data clearly
The challenge was to communicate the Prosperity Index and its data across the country to both expert and general audiences. The goal was to convey the message to the media and persuade all segments of society that data concerning our economy and national prosperity are crucial topics.
Therefore, the project’s goal was to reframe the pre-election public discussion, shifting it from trivialities to the monitoring of statistics that everyone could understand, even in an era of rapid information. As a bank, we were perceived as an adversary by many politicians; despite this, we aimed to participate in the pre-election debate and present the rational data our analysts had successfully gathered.
What was our strategy?
We aimed to convey our message in the best way we know how: through numbers. To make the data understandable to everyone, we presented it in the form of folk ornaments reminiscent of traditional Slovak motifs. We integrated these into the lyrics of folk songs about numbers that are widely known, such as ‘She had 77 skirts’ or ‘They chased me for 3 days.’ The ornaments and songs were combined in a video. We disseminated the content across TV, municipal radio broadcasts, official notice boards, and digital channels, including social and online media. We targeted users of both traditional and conspiracy websites. Links directed to the ratamesbuducnostou.sk website, where we made data and recommendations accessible.
The steps were as follows:
- Analysts at Slovak Savings Bank evaluated data in the following areas: economy, households, society, education, and sustainability.
- The obtained data were compared with the results from other European Union countries.
- From the resulting figures, we created ornaments and incorporated them into the lyrics of folk songs.
- We prepared a key visual, from which we then developed graphic materials – banners, social media posts, and web assets.
- We recorded an 82-second video clip (including four 20-second versions), complemented by modern animations.
- We created the website ratamesbuducnostou.sk, featuring data and recommendations on how our country can prosper.
- We launched the campaign with an event for experts and the media, where the song was performed live.
- This was followed by responses to the media, distribution of press releases, and the publication of online formats.
- TV spot broadcast – Šláger, Markíza Group, and JOJ Group.
- The audio spot was broadcast on municipal radio stations throughout Slovakia, and local notice boards were supplemented with a data poster.
- We also partnered with the ‘Chcem tu zostať’ (I Want to Stay Here) initiative and deployed a new TV spot just before the elections.
Campaign Results
- The 84-second video achieved over 430,000 views.
- The average completion rate was 88.7%.
- The 20-second formats had an average percentage view of 99.6%.
- Instead of 320 ordered spots, 360 were broadcast.
- Banners targeting users of conspiracy content achieved 1,024,347 impressions.
- Digital channels gained 13,491,823 impressions and 52,203 clicks to the ratamesbuducnostou.sk website.
- The data in the song on YouTube received 1,432,405 views and 5,992,034 impressions.
- The campaign reached users of both traditional and conspiracy media.
The campaign received awards and was also successful in the eyes of experts.
- 1 x bronze at Digital PIE 2023 in the ‘Out of the Box’ category.
- 2 x gold at Prokop 2023 in the ‘Data in PR’ and ‘Integrated’ categories.
- 1 x bronze in the ‘Corporate Communication’ category.
- 2 x shortlist at Zlatý Středník 2024 in the ‘Financial Services’ and ‘Integrated Campaign’ categories.
