Project - "The power is in our hands" - a socially responsible campaign of Postbank, implemented with Visa Bulgaria, in support of Bulgarian health professionals and their efforts in the fight against COVID-19



Award for Cause-related Marketing

Project description

Project Aim

With the initiative, Postbank aims to donate BGN 125,000 for the purchase of breathing apparatus of the highest class for active resuscitation, oxygen concentrators and equipment for nasal high-flow oxygen therapy with constant positive pressure. Thanks to the funds, the most modern treatment of the Bulgarian patients affected by the COVID-19 virus is guaranteed in the specialized ward for treatment at the hospital. We wanted to activate our customers’ solidarity with our cause by donating while making their daily shopping. We believe that every good deed leaves a tangible mark - so we have not stopped turning good ideas into reality with all our socially responsible causes and long-term actions for the benefit of society.

Project Target Group

With the current project we wanted to focus on a problem provoked by the pandemic - our medics and hospitals needed support and we could be their partner. But we also wanted to engage Postbank customers and VISA cardholders with our cause. We had a viable idea, we knew we could be useful, but we wanted to make them empathetic. This project became a reality thanks to over 50,000 of our clients who actively participated using their cards during the campaign.

Project Duration

Postbank and Visa have launched their joint socially responsible campaign "The power is in our hands" in support of Bulgarian health workers and their efforts in the fight against COVID-19, which was planned to last from April to June. Although the planned period is until June 16, 2021, only one month after its launch, the pre-pledged amount of BGN 125,000 was collected and donated by our bank to the medical institution during a special event.

Project Activities

Every cardholder, client of the bank, had the opportunity to automatically join the initiative, using his debit or credit card Visa from Postbank, issued before April 16, 2021, and made at least 1 purchase with the card worth at least BGN 30 at a shop or online store during the campaign period. For each eligible payment, Postbank donates BGN 1 in support of the medics. Each customer has the opportunity to participate with a maximum of 5 purchases. We had to achieve maximum publicity. The name and the vision of the project gave the necessary charge. We used a wide communication mix and included display (wallpaper and animated banners) and Facebook advertising, information through all internal channels (website, notifications through our internet banking and mobile application EVA Postbank), direct communication (via Viber and customer newsletter), external advertising (billboards and subway). We placed the visual on various posters in the Headquarters and all our branches. As a sign of gratitude for the participation, the bank's clients received a special digital certificate, which certifies their contribution to our initiative.

Project Results

The campaign brings together thousands of people the country, with more than 50,000 Postbank customers and VISA cardholders joining the initiative. The project received wide media coverage in over 30 different media (AVE: € 19,941). The digital campaign has achieved impressive results: - Premium sites - over 250,000 unique users - Facebook advertising - almost 540,000 unique users - Total impressions - almost 6 million, compared to the planned 1.5 million - 20,000 clicks, double the planned We registered an increase in the usage of credit and debit cards by the bank's customers during the campaign period by nearly 20%. Once again, Postbank has proven its position as a responsible company with a well-structured and active CSR policy that follows the good ESG practices of the Eurobank