According to the findings of an interactive survey SKB-Bank conducted via its official website, people tend to think of the bank’s current ad campaign as ‘the people’s’ one. This was the epithet given to the ads by about five hundred respondents.

SKB-Bank has been using the Soviet-style poster ads, united by a common slogan that reads, To the Bright Future! for over half a year now.

‘This advertising campaign fully meets all the goals we had in mind when launching it: the ads create a very memorable image of a bank as of a company close to the people, especially to the most financially active part of the population, that is, people aged 35 to 55. We were quite pleased with the survey results; as a matter of fact, they were more or less expected. The Soviet-style posters we use still strike a chord of memory and touch the people with their optimistic air and the associations of goal-commitment and faith in universal justice. It’s quite true that the heroes of those times are seen as somewhat comic characters today, but people nevertheless still seem to be nostalgic about life’s simple pleasures of the olden days and the unpretentious Soviet lifestyle,’ says SKB-Bank’s PR and Advertising Director Valentina Gofenberg. She feels the success of their ads lies in the simplicity and clarity of the idea.

‘The bit of irony in our ads makes them both up-to-date and memorable. Still, we are planning to move on to a totally new advertising campaign by New Year,’ the executive said.