Forte launches an annual promotional campaign, drawing one million tenge as a cashback for a loan taken out. To stand out from the crowded market of cash draws, Forte replaced "1,000,000 tenge" in its communication with the popular word "LYAM" and launched a provocative news article with one word - "LYAM", a series of absurd commercials where the characters also use only the word "LYAM", as well as comical visualizations that appeared in OOH and Digital.