Sberbank Outdoor, Design & Branding, Case study Sberbank. Neighborhoods [image] 2 by Good Moscow

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Sberbank. Neighborhoods [image] 2

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Industry Banking & Financial Services
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding, Case study
Market Russia
Agency Good Moscow
Production Hype
Service Agency Dentsu-Smart Moscow
Service Agency Good Data New York
Released September 2016

Awards

Eurobest Awards 2017
Creative Data Data-driven Targeting Silver Eurobest

Credits & Description

Client: Sberbank
Product (Service): Loans For Small Businesses
Agency: Sberbank Of Russia Moscow, Russia
Entrant: Sberbank Of Russia Moscow, Russia
Idea Creation: Good Moscow, Russia
Media Placement: Dentsu Smart Moscow, Russia
Media Placement 2: Segmento Moscow, Russia
Production: Hype Production Moscow, Russia
Additional Company: Good Data New York, Usa
Executive Creative Director: Grisha Sorokin (Good Moscow)
Associate Creative Director: Gleb Glonti (Good Moscow)
Agency Producer: Alevtina Kirsanova (Good Moscow)
Designer: Vit Abrams (Good Moscow)
Designer: Holga Balina (Good Moscow)
Designer: Taras Sbibnev (Good Moscow)
Agency Producer: Ivan Paschenko (Good Moscow)
Synopsys:
The Campaign
Sberbank process transactions for 80 million clients and 1.2 million businesses.
Data show that infrastructure often doesn’t meet local needs.
People's opinions on local needs fuel targeted campaigns, promoting loans for small businesses.
Sberbank uses empty window fronts, billboards and geo-targeted online banners to ask locals’ opinions, offering algorithm-generated solutions. Local responses initiate an advertising campaign targeting suitable businesses.
Campaign generates 9X as many small business responses than traditional loan advertising campaigns.
Campaign is 30% more cost-efficient than traditional campaigns.
3X as many customers take business development loans than from traditional loan campaigns.
Sberbank has been approached by major Russian real estate developers to collaborate on better infrastructure planning in residential areas.
Data is used for every stage of the campaign, contextualizing and personalizing every placement. In the first stage, data plays a strategic role. In the second stage, data becomes the message itself.
As the biggest Russian bank Sberbank cares about Russian citizens. Campaign targets local communities with customized messages to gather data. Data from locals is being used to create messages for several types of small businesses. Messages are being delivered to existing bank’s small business clients (1.2 million in total) and other small businesses online via forecasting models. Every single placement is relatively small scale but number of placements allows to cover a huge number of people and businesses.