TOP UP YOUR ACCOUNT OF IMPRESSIONS!

We made the card a key to new experiences

Client: Ipak Yuli Bank, Mastercard
Category: Ad Campaigns
Market: Uzbekistan
Lokals product: Creative Platform, Full Integrated Campaign
Year: 2025-2026

01 / HOW IT LOOKED

Gallery of materials

02 / CHALLENGE

The business problem the client came with

We had to develop a multi-stage promo campaign for the ultra-premium World Elite card by Mastercard and Ipak Yuli Bank. The main barrier: the target audience was already oversaturated with VIP card offers from other banks. Focusing only on product benefits did not guarantee conversion. We needed to find a non-standard hook and introduce a relevant prize draw mechanic to stimulate not only card openings, but also active card usage.

Business pain:

Break through the advertising noise of banking VIP offers.
Motivate clients to make the new card their main card for everyday spending through a non-standard loyalty program.

03 / SOLUTION

The approach we proposed

An audit of the premium segment showed that the audience ignores standard VIP benefits. Our insight was their strong need for fresh emotions to reset from stress and a fast-paced lifestyle. We launched the creative framework “Top up your account of impressions”, turning the card into a ticket to exclusive experiences and building a seamless customer journey. The campaign started with interactive welcome boxes: the opening code was encrypted in the design. Then we introduced a motivational mechanic: transactions were converted into access to helicopter flights, hot-air balloon rides and private gastro dinners. The main prize of the promo was a set of non-standard curated journeys, while the final point of the project was an immersive private event with an audio journey, a “northern lights” photo zone and custom desserts from the craft boutique Qand.