Life Banking Group is about to launch a new audacious advertising campaign in Yekaterinburg and Chelyabinsk. The start has been scheduled for June 2009, when twenty billboards are to appear in the cities’ major districts. The campaign’s piece de resistance is a sharp change in the ads’ content within two weeks of the launch. The campaign is estimated to cost 250,000 RUR in Yekaterinburg alone.

The event is expected to target the potential private and business customers of Life Group’s Bank 24.ru’s new image. Admen believe the idea of carrying out a shocking advertising campaign during the off season is indicative of the Group’s desire to improve on Bank24.ru’s financial development, as the bank has been doing rather badly over the last few months. For one, Bank24.ru was given the 14th position on the list of Russia’s thirty least profitable banks in the first quarter of 2009. The bank’s losses amounted to 289.657 million RUR.