The bank has many advantages, and one of the most important is reliability, which we aim to showcase through the photo shoot. To get closer to our audience, we need to feature real people living in Uzbekistan who run small and medium-sized businesses. This allows potential clients to see themselves in the images, feel part of a community, and understand that the bank supports entrepreneurs just like them. Our heroes embody the reliability and support of the bank, creating an emotional connection and building trust with potential clients.
Problem
Problem B2B communication by banks in Uzbekistan has mostly been limited to tariffs and products. Entrepreneurs saw advertising as just a set of numbers, but couldn’t see themselves in it. Before this campaign, Kapitalbank had no experience with brand/image-driven communication in the small and medium business segment. Objective To tell the stories of local entrepreneurs who own small and medium-sized businesses through photography — stories where the reliability of Kapitalbank and its business-focused products make running a business easier. To show that the bank is close to entrepreneurs and understands their reality. To establish Kapitalbank as the #1 choice for small and medium-sized businesses, not through numbers, but through trust. To create a new form of communication: one that is real, relatable, and emotional.
Solution
Instead of graphic visuals, the campaign featured real entrepreneurs — actual clients of the bank. Each hero shared their own story, turning the slogan "My Bank..." into a personal statement. A unified photo style, along with a large network of billboards and city boards in the capital and regions, made these entrepreneurs the faces of the brand, showing that Kapitalbank speaks to businesses in their own language.
Result
65% of all leads came from outdoor advertising. The lead-to-customer conversion rate was 37%. The campaign brought in 3,566 new clients.
