Back to school

Acquisition campaigns in banking love a good bonus. And while incentives can get attention, they don’t necessarily create an emotional connection. For ČSOB’s Back to School campaign, we wanted to give people a reason to open an account, but also to connect the offer to a moment when its benefits could feel emotionally relevant.

Going back to school is a change for the whole family. For parents, it comes with a new set of things to organise, manage – and pay for. For kids, it means leaving the freedom of summer behind and switching back into school mode.

The idea builds naturally on ČSOB’s positioning as a partner for all of life’s changes. Our Good Points represent the benefits the account brings, offering practical help for parents and a little more joy for kids.