To introduce the new 4 = 6 deposits of the National Bank, with the ultimate aim of attracting cash funds, which are outside the banking system.
The economic uncertainty, that prevailed before the implementation of capital controls, led many depositors to withdraw their funds from the Greek banks. At the same time, the unfavorable economic climate prevented any new potential depositors. Estimates said there was € 45bn in the “mattress”. That was exactly the insight we relied on to create the “Objects” campaign. The ad asked people to get their cash out of various fanciful hiding places/objects and trust again the National Bank. From the very first days of the campaign, the campaign has brought great results, and has also been awarded at Ermis Awards.
