Belarusbank issued bank's card that allows you to buy goods on installment plan, has cash-back and overdraft with grace period. Bank’s competitors have focused only on one feature in their communication - buy now, pay later.

Our approach was to go beyond the competitors’ communication and products and make people get that awesome feeling of having money in their wallet.

There is the stereotype that some things work like money magnets. In addition, people from our target group prefer to keep such money magnets in their wallets and have deep belief that they work.

Therefore, the Idea of card that magnetizes money and all the bank features you need was born. Moreover, the shape of magnet is similar to horseshoe – well-known symbol of luck. However, in our case – that luck was rooted to money.

Agency has developed naming Magnet and OOH based advertising campaign.