“We’re Here” for OTP Bank

A communication concept positioning OTP Bank as a simple and ever-present partner in the rush of everyday life

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For OTP Bank’s new communication platform, the task was to develop a solution that would differentiate the bank as a simpler and more practical bank, always present and focused on customers’ everyday needs.

Today, the real relationship between a bank and an individual takes place through a whole range of small, everyday interactions that often go unnoticed. From paying for a coffee to checking an account balance, the bank is a quiet yet essential presence in our daily lives. This is also confirmed by research: the average number of daily interactions users have with banking services has increased from 1.5 in 2005 to 12 in 2025, with this number expected to continue growing.

This discreet yet continuous role, which we see as being at the very heart of the OTP brand, creates an opportunity to redefine the relationship and perception of OTP Bank. Rather than an institution we turn to occasionally, OTP can be seen as a partner that is always there, someone we can rely on, and one that makes every moment of our day simpler and easier, often without us even noticing.

Based on this insight, we developed a communication platform under the overarching concept “We’re Here”, highlighting accessibility, closeness and simplicity. Instead of focusing on products, the communication centres on the customer experience and the time the bank enables them to devote to the things they love.

The platform was designed as a flexible system that can be adapted to different channels, formats and topics, from brand communication to sales campaigns and internal communications. It also offers strong potential for further development and application across OTP Bank’s everyday communication needs.

At the annual Marketing Summit of OTP Group, Sonda’s TVC was named the best TV commercial within the entire OTP Group in 2026, selected from entries representing 11 countries.

Campaign elements:

Image TVC, radio commercial, billboard, DOOH, digital campaign showcasing services

Client representative: Antonia Perica, Marina Paleka, Klara Brunsko, Nikolina Nanić, Gloria Čulina, Josipa Šalov, Petra Devčić, Doris Mikić, Ivan Vukorep and Toni Baždarić

Agency: Studio Sonda

Account managers: Mladen Gvozden, Valentina Vasić

Creative directors: Sean Poropat, Jelena Fiškuš

Copywriters: Jelena Fiškuš, Tea Kovačić

Collaborator: Lucija Potočnik

Art director: Sean Poropat

Designers: Aleksandar Živanov, Sanda Maričić, Toni Buršić

Video editing for digital & animation: David Šuran

Photographer: Damir Žižić

TVC production company: Producenti

Producers:

Producer: Mirna Bučević

Director: Ivan Stojiljković

Media agency: Ascanius Media

Campaign duration: February 2026 – ongoing