Background
Bank of Georgia’s loyalty program PLUS+ lets customers spend points at 200+ partner brands. Each July 5, PLUS celebrates its birthday by halving point prices for one day. As the symbol of our competitors’ loyalty program is a heart, their customers get a bit heartbroken, while customers of Bank of Georgia loyalty program celebrate. 

Insight / Idea
National football star Budu Zivzivadze is known for celebrating goals with a “finger heart”. PLUS turned 8 this year – same as Budu’s jersey number. By tilting his heart 30°, it became a PLUS. A playful hijack turned into a distinctive brand asset: once seen, never unseen.

Execution
Online Video: Budu re-created his celebration with the tilt.
OOH Countdown: Billboards tilted more each day, leading up to July 5.
Full Media Tilt: Social posts, web banners, ATMs, POS, partner store mannequins, and influencers joined the reveal.

Results
Reach: 1,875,590 | Impressions: 14,332,764
94,000+ unique users (+58% YoY)
169,000+ transactions (+61.5% YoY)

Cultural Impact: Now every Budu goal is a nationwide reminder to collect PLUS points.

Credits:

Client: Bank of Georgia
Main Character – Budu Zivzivadze
Agency: Windfor’s

Executive Creative Director: Beqa Meparishvili
Art Director: Luka Makharoblishvili
Copywriter: Mariam Koghito Chargazia
Head of Strategy: Mariam Chkhaidze
Strategy: Tina Kikalishvili
Client Service Director: Mariam Gogodze
Senior Account Manager: Nini Chivadze
Senior Graphic Designer: Tata Megrelishvili
Junior Graphic Designer: Ani Oniani


Production: ADVAN 

Director: Anano Dodelia
Executive Producer: Gvantsa Kereselidze
1st.AD: Sopo Kikvilashvil
DOP : Giorgi pailodze
Project Manager: Ketevan Jaoshvili
Production: Tako Varamashvili
Gaffer: Bono
Lighting Crew: Giorgi Roinishvili, Saba Kopadze
Focus Puller: Erekle Tsxelishvili
Sound Designer:  Sandro Tugushi
Make-up Artist: Naniko Salukvadze
Editor: Luka Kakabadze
Colorist: Demetre Sumbadze
Photography: Niko Mdinaradze