In Uzbekistan, the working class on average earns $100. Most often, they don't have any higher education, are not skilled in using financial products and know little about bank deposits or savings. At the same time, almost every bank on the market develops campaigns and ads targeting a different target audience – "white-collar"s.
Solution
Agrobank was the first bank to advertise savings to truck drivers, salesmen, farmers, and other common people. This is how the project "The Commons' Money" was created. Our goal was to show that even with a small income, it's possible to grow financially through banking services.
Result
The amount of savings has increased to 220% after the campaign was launched. The amount of savings opened by labor class has grown by 62%. In total, within six months the sum of savings in Agrobank has increased by 86 Million USD.
