Saka Style Banknote Series: Public Engagement Program

15/11/2023

National Bank of Kazakhstan (NBK)

The Saka Style Banknote Series announced in November 2023 marks a significant milestone in Kazakhstan’s currency evolution, drawing inspiration from the Saka people, who profoundly shaped the nation’s cultural and historical identity. Introduced alongside the tenge’s 30th anniversary, this new series honors Kazakhstan’s financial sovereignty, which began with the introduction of the tenge in 1993 and the establishment of the Banknote Factory in 1995. The Saka energy is creatively communicated in the attached video “a new series of Banknotes “Saka style”, which we urge you to see.

The initial 5,000 tenge note was issued in December 2023, followed by the 10,000 tenge and 2,000 tenge in 2024, with additional denominations planned. The Saka Style Series features intricate design elements, inspired by archaeological findings such as artifacts and animal motifs, symbolizing the country’s transition from a nomadic past to a modern, independent state.

The Public Engagement Program was strategically designed to ensure nationwide awareness and understanding of the new series, primarily among Kazakhstan’s population. Following the National Bank’s announcement of the new ’Saka Style’ banknotes, the most pivotal phase of the program has been successfully completed. The multi-channel approach targets diverse segments of Kazakhstan’s population.

Key objectives of the new banknote series include fostering national pride, optimizing production processes for environmental sustainability, and enhancing currency security to combat counterfeiting.

The Saka Style Series not only showcases Kazakhstan’s rich heritage but also underscores the country’s commitment to modernizing its currency with cutting-edge security features, enhancing both national identity and public trust.

National Bank of Kazakhstan, National Bank of Kazakhstan’s branches

The Public Engagement Program for the Saka Style Banknote Series was primarily implemented across Kazakhstan, ensuring nationwide coverage from urban centers to remote regions. The program utilized a variety of local channels to engage the Kazakhstani population, including television, social media, educational outreach, and public displays in transport hubs, retail centers, and banks.

Although the core focus was on the local population, the launch was also presented at international industry conferences, such as The Banknote Conference 2024 in Fort Worth, USA, the Global Currency Forum in Muscat, Oman, and High Security Printing Asia in Bangkok, Thailand. These events provided a platform to showcase the new series to global experts and industry leaders, enhancing Kazakhstan’s international profile in currency innovation.

By emphasizing both domestic engagement and international recognition, the program effectively highlighted Kazakhstan’s commitment to advancing its currency and ensuring its security in a rapidly evolving financial landscape.

The NBK Public Engagement Program adopts a comprehensive, multi-channel approach to ensure nationwide awareness of the new banknotes. The campaign promotes the tenge as a symbol of national pride, independence, and relevance in the digital age.

Key Objectives of the NBK Public Engagement Program:

• Explain the rationale behind introducing the new banknotes.
• Promote the benefits of the smaller banknote size, emphasizing cost savings, environmental advantages, and enhanced usability.
• Inform the public about circulation timelines and where to access the new banknotes.
• Clarify the status of existing banknotes to prevent confusion.
• Educate the public on counterfeit detection methods to ensure security and confidence.

Innovative elements encompass:

• Visually compelling and impactful promotional content.
• Social media campaigns with local influencers.
• Interactive webinars for educational institutions in Kazakhstan.
• Live and offline tutorials on banknote authentication.

The Engagement Program for promoting the new ”Saka Style” banknotes strategically employs a variety of communication channels, divided into local and international strategies to maximize public awareness within Kazakhstan and the program’s image on the global stage. A major challenge that turned into a standout success: delivering all information campaigns entirely cost-free, with no budgetary funds invested.

Local Market Communication Channels

• Promotional Content: Visually engaging content was created to highlight the key features and security elements of the new banknotes. This content, including interactive videos, was distributed across television, social media platforms (including NBK’s official pages on Instagram, YouTube, and TikTok), and public spaces such as shopping malls and transport hubs, ensuring widespread exposure.
• Regional Media Coverage: The program collaborated with 45 regional media outlets, providing coverage through television, YouTube, and print publications. This helped reach both traditional media consumers and digitally savvy audiences.
• In-Bank Demonstration and Information Distribution: Promotional materials were displayed in 340 bank branches across 12 second-tier banks. Video content was shown in second-tier bank branches, providing customers with an opportunity to learn about the new banknotes during their banking activities.
• Educational Outreach to Schools and Universities: Monthly presentations were organized in around 40 schools, colleges, and universities across Kazakhstan to educate students about the new banknotes, fostering financial literacy among the younger generation.
• Street and Retail Display Campaign: Videos were displayed on digital monitors in busy urban areas, shopping streets, and in 16 shopping malls and 65 markets. Cashiers in major supermarkets were trained to assist customers with banknote inquiries, ensuring that information reached people in everyday environments.
• Public Transport and Transport Hub Engagement: Promotional materials were placed in 251 buses, metro, and trams. Partnerships with 13 airports, 13 train stations, and 12 bus terminals allowed for videos and posters in high-traffic areas, ensuring the program reached local and international travelers.
• Local Community Engagement and Bloggers: Local influencers and bloggers at various levels were engaged, publishing 34 blog posts that focused on regional and national outreach, boosting engagement with the content.

International Market Communication Channels

• International Conferences: The program was launched at the XI Congress of Financiers in Almaty in November 2023. It was later showcased at international events, including The Banknote Conference 2024 in Fort Worth, USA, the Global Currency Forum in Muscat, Oman, and High Security Printing Asia in Bangkok, Thailand. These conferences provided a platform for presenting the innovative design and security features of the banknotes to global experts.
• International Recognition and Media Exposure: The new banknotes were featured in global publications, including Currency News, expanding the campaign’s reach internationally. Additionally, the 10,000 tenge banknote was awarded “Best New Banknote 2024” at the High Security Printing Asia competition, enhancing Kazakhstan’s global reputation in currency innovation.

To measure the effectiveness of the Public Engagement Program for the new “Saka Style” tenge banknotes, NBK tracked outreach metrics and public response from NBK regional branches.

Average Key Monthly Performance Results Over the Year of Program Implementation:

• Average monthly reach through media channels: 130,000 viewers
• Average monthly frequency of video ad displays in second-tier banks: 3,600 impressions
• Average monthly frequency of video ad displays on LED screens (streets, airports, train stations, shopping centers, etc.): 650,000 impressions
• Average monthly reach of blogger-posted video content: 230,000 views
• Average monthly number of students attending educational lectures: 31,500
  Note: These figures are based on Kazakhstan’s estimated population of approximately 20 million in 2024, with a population density of 8 people per square kilometer.

In the early stages, engaging banks, influencers, and commercial organizations to promote the information proved challenging. This was primarily due to the voluntary nature of the campaign, which led to hesitancy from potential partners. However, as public interest in the new banknotes grew, organizations and bloggers with large audiences began to take notice of the engagement.

Consequently, they proactively reached out to collaborate. A key success was our partnership with local bloggers, which generated over 5 million views and attracted new followers during the campaign period, while also enhancing public awareness of the new banknotes. This mutually beneficial collaboration demonstrated the value for both parties involved.