CIB Bank’s Lullaby campaign aimed to help new parents with babies having trouble with sleeping. CIB uploaded ASMR videos to its Spotify channel that helped soothe babies – who were having sleeping troubles – with their baby-soothing sounds. The sources of the monotonous sounds were potential loan goals of a CIB Baby Loan such as the noise of a new washing machine, a vacuum cleaner or a noise of a car from a baby carrier put in it. The campaign was a creative social PR activity, primarily for communication purposes on which CIB Bank had worked together with Ogilvy Group.

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