Bank of Georgia’s PLUS loyalty program turned its 8th birthday into a nationwide moment. Partnering with footballer Budu Zivzivadze, we tilted his iconic “finger heart” by 30° to transform it into a PLUS – stealing hearts from the competition. From online video to billboards, ATMs, and partner stores, the heart-to-plus takeover drove a 58% surge in users and 61.5% more transactions, cementing PLUS as a cultural symbol.
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