In Ukraine, deposits have always been the toughest category among retail banks’ portfolio of products. The situation was made tougher by the recession, the challenge therefore was to uncover an insight that would resonate, be credible, and ensure people moved their savings into a bank. Communications across a range of channels including television and transport, were aimed at tackling people’s suspicions of the banking system. This was achieved by conveying the competent and confident character traits of OTP’s team to the people of the Ukraine, as well as highlighting the importance of ensuring they gained something from their money. As a result, overall volume in deposits exceeded four times the usual average number of clients.