Emotional Marketing in the Promotion of Banking Products on the Example of Alfa-Bank

This work is devoted to the study of emotional marketing, as a strategy for promoting banking products for the youth audience. Alfa-Bank, which annually holds the largest electronic music and technology festival AFP in Russia was used as a basic example. In this paper were studied the functions of emotional marketing, cases on the implementation of emotional marketing in the banking sector, the features of promoting banking products and banking advertising, and the characteristics of the consumer generation of young people. In order to understand what Alfa-Bank is, a product line of the bank was considered, as well as promotional activities for 2017 and 2018. During the study, the survey for the festival visitors, was chosen as the main research method. Additional methods of research were content analysis of publications of the festival visitors on Instagram and analysis of available interviews with the festival organizers and employees of Alfa-Bank. According to the results of the study, it was possible to estimate how effective the festival turned out to be in terms of attracting young audience.