Business banking is often communicated through product features and functional benefits. Alfa Business chose a different route: to speak about the mindset of entrepreneurship itself. For many entrepreneurs in Belarus, business is not primarily about maximizing income. Money is a means of achieving something meaningful: developing an idea, creating value, building a useful product or service, supporting a team or contributing to a community. Entrepreneurs are often deeply committed to what they do. They do more. The new positioning, “We Do More,” was designed to reflect this entrepreneurial philosophy and position Alfa Business as a relevant partner for people who choose action over commentary.
Problem
In summer 2025, Alfa Business needed to introduce its new positioning, “We Do More,” to a broad audience and especially to business owners and businesswomen. The task was not simply to announce a new slogan. Alfa Business needed to explain the philosophy behind it, create a distinctive symbol for the platform and make the new positioning relevant in both the digital space and the real world where entrepreneurs take risks, make decisions and build businesses. In business, as in any risky undertaking, there are “armchair critics”: people who are often close to entrepreneurs, may worry or feel envy, and offer unsolicited advice. They point out mistakes, explain what should have been done differently and appear to know more than the person who is actually building the business. Critics talk more, claim to know more, remember more and criticize more. But they do not become entrepreneurs themselves. Entrepreneurs are different. They use money as a means rather than an end, are passionate about their work and want to bring ideas and benefits into the world. They do more.
Solution
The campaign turned the “We Do More” slogan into a philosophy of entrepreneurship. The central creative contrast was simple: armchair critics talk more; entrepreneurs do more. The main campaign symbol was a red sofa — a physical metaphor for passive commentary and the visual opposite of entrepreneurial action. The red sofa became the campaign’s ownable visual code across every touchpoint. It enabled Alfa Business to turn an abstract positioning into an immediately understandable and memorable story. The campaign included: A teaser phase that introduced the red sofa as an intriguing visual symbol. A reveal phase that connected the sofa with the “We Do More” positioning. A campaign film that brought the philosophy to life. PR activity and media storytelling around the new positioning. Social-media communication and Alfa Bank’s NOW brand-media channels. Blogger collaborations that expanded the campaign’s reach and relevance. Online media activity that generated more than 2 million impressions and drove traffic to Alfa Bank’s YouTube channel. A physical sofa exhibition, bringing the campaign out of digital channels and into the real world The offline exhibition gave the idea a crucial additional dimension. Business owners do not exist only in digital channels; they act in the physical world. By bringing the red sofa into a real-life exhibition format, Alfa Business made the new positioning tangible and consistent across online and offline experiences.
Results
1,005,000 contacts through media coverage. 300,000 contacts through Alfa Business social media and NOW brand media. 655,000 contacts through bloggers. More than 2,000,000 online impressions. More than 9,500 click-throughs to Alfa Bank’s YouTube channel. 917,000 views of the campaign film on Alfa Bank’s YouTube channel. +5% growth in spontaneous awareness of Alfa Business, according to Alfa Group Holding tracking as of September 2025; this was 2 percentage points higher than in 2024. +7 percentage points in the image attribute “A partner bank” versus 2024. +6 percentage points in the image attribute “A modern bank for business” versus 2024. A spike in branded search queries during the campaign period.
