BANK OF GEORGIA — PLATFORM

 #strategy #brandplatform #positioning #comms #campaigns #awards  VML AGENCY

Bank of Georgia is one of the two banks that hold roughly 80% of the country's banking sector and over 90% of its profits. It came to the agency with a brief to build a brand platform that would make the bank culturally relevant, give it a place in public conversation, and give the brand somewhere to grow.

For all that size, the bank had no relationship with the people who banked with it. It was a financial institution — serious, correct, distant. Nobody loved it.

So that is what we built: a brand refresh and a platform designed to be made from, not just signed off - “Do not stop”. The agency then stayed with it for years, turning it into campaign after campaign, which is where a platform either holds up or quietly disappears. This one held.

It moved the things that are hardest to move. Bank of Georgia became number one in its market for brand sentiment and brand recall. The campaigns won creative awards and, more than that, got talked about — public reaction was the real measure. The brand came out of it with a narrative and genuine cultural influence, and the bank pulled its market share clear of its closest competitor.

















Case Study