Bank RBK is one of Kazakhstan's leading commercial banks, serving more than 503,000 retail customers and 17,700 corporate clients through a nationwide network of 15 branches.

The bank positions itself as a trusted partner that helps people achieve their goals. At the heart of this philosophy is a commitment to making banking products simple, accessible, and genuinely useful.

When promoting its Safe Deposit product, Bank RBK wanted to strengthen awareness and encourage more consumers to consider deposits as a practical financial tool for building long-term stability and savings.

To achieve this, the bank partnered with Reprise Digital Kazakhstan, the first global network digital agency in Kazakhstan, a part of the IPG Mediabrands network, to create a campaign that transformed a traditionally passive banking message into an interactive user experience.

For deposit products, it is especially important to demonstrate potential benefit. One of our key challenges was retaining user attention in a category where reach alone is not enough. We need to understand how much the audience actually notices and engages with the message, said Timur Menlibayev, Head of Digital Marketing at Bank RBK.

Campaign overview

For Bank RBK, the challenge was clear: move beyond standard display advertising and create a more engaging way for consumers to understand the value of a deposit product.

One of the key challenges was retaining user attention. Classic banner formats are often perceived as background noise, so it was important for us to find more interactive and engaging solutions, shared Timur Menlibayev.

The primary objectives were:

• Increase awareness of Bank RBK deposits
• Generate stronger interest in the Safe Deposit product
• Improve consideration among potential deposit customers
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Rather than relying solely on static messaging, the campaign was designed to help consumers understand the product's potential value through interaction.

The Calculator ad

Financial products can be difficult to communicate through standard display advertising. Interest rates, returns, and long-term benefits often require explanation before they become relevant to consumers.

To address this challenge, Eskimi Creative Studio developed an interactive Calculator ad that allowed users to estimate potential deposit outcomes directly within the advertising unit.

By transforming product information into a practical tool, the campaign reduced complexity and helped consumers better understand the advantages of opening a deposit with Bank RBK.

The Calculator creative was chosen because it allows the user not just to see an advertising message, but to interact with it. For deposit products, it is especially important to demonstrate potential benefit, so the calculator format proved to be a logical and effective solution, added Timur Menlibayev.

Templated Rich Media

Alongside the Calculator, the campaign used Rich Media executions designed to create deeper engagement and more meaningful advertising experiences.

Rather than delivering a one-way message, Rich Media encouraged exploration and interaction, helping users spend more time and absorb key product information in several languages.

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Rich Media made the communication more engaging. The user could go beyond simply reading the information and gain a clearer, more visual understanding of the product. This format helps sustain attention and improves the quality of the advertising contact, explained Timur Menlibayev.

Measuring attention, not just exposure

In the banking sector, financial decisions are rarely impulsive. To build a future pipeline of clients, Bank RBK looked past basic vanity metrics to measure the true quality of the user experience using advanced verification metrics.

The campaign achieved an extraordinary 2,984 Attention per Mille (APM), 72% above the industry benchmark, indicating the creatives held consumer attention well above industry baselines. Combined with a 54.9% View Rate (38% higher than benchmark) and a remarkable 5.44 seconds of average view time (55% higher than benchmark), the campaign ensured that Bank RBK's message wasn't just served, it was absorbed.

Attention measurement makes it possible to evaluate not just the fact that an ad was shown, but the quality of the user's contact with the creative, noted Timur Menlibayev.

Besides that, the campaign generated:

• 4.3 million impressions
• 1.4 million unique users reached
• 78% viewability
• 0.41% CTR
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Because financial decisions often happen long after ad exposure, campaign success cannot be evaluated through clicks alone.

To understand the campaign's influence on consumer perception, Bank RBK  and Reprise Digital Kazakhstan conducted a Brand Lift Study comparing exposed and control audiences. The results showed meaningful shifts across key brand metrics:

• +4 pp uplift in Favorability
• +3 pp uplift in Awareness
• +2 pp uplift in Consideration
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The campaign for the Safe Deposit product increased awareness and expanded familiarity with the deposit offering. Bank RBK successfully transformed a traditional financial promotion into an engaging consumer experience.