Alpha Bank released an offer in which whenever someone was applying or taking a loan, all start up costs would be covered from the bank itself. The communication approached was based on strong local insight: everyone wants to pay the bill after a dinner or a meeting for a coffee - it is a way to give, to make the other happy.
The TV commercial shows exactly this. People arguing on who is going to pay the bill. And Alpha Bank -as an integral part of the community (one of us) - is doing the same. It is willing to say: Start up Costs for the loan? It’s on me!