Awards » Moscow International Advertising Festival (MIAF, Red Apple) » Red Apple International Advertising Festival 2016

Red Apple International Advertising Festival 2016

Award Type: Advertising Awards

It is by far an active, permanent communication between different cultures, ideas and opinions. Not just advertising. Not just marketing. It is inspiration. It is passion for what you do and that can change our lives. It is the result.

 

Red Apple International Advertising Festival 2016 Silver winners

Sberbank. Streets [image] 3

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Industry Banking & Financial Services
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Russia
Agency Good Moscow
Creative Director Grisha Sorokin
Production Hype
Producer Alevtina Kirsanova
Production Maxus Global Moscow
Service Agency Red Pepper Film
Released March 2016

Awards

Cannes Lions 2016
Outdoor Use of Outdoor: Use of Ambient Outdoor Silver Lion

Credits & Description

Title: Sberbank Streets
Agency: Good
Brand: Sberbank
Country: Russia
Advertising Agency: Good, Moscow
Entrant Company: Good, Moscow
Media Agency: Good, Moscow
Pr Agency: Good, Moscow
Production Company: Hype Production, Moscow
Additional Company: Hype Production, Moscow
Producer: Alevtina Kirsanova (Good Moscow)
Agency Producer: Gleb Glonti (Good Moscow)
Creative Director: Grisha Sorokin (Good Moscow)
Account Director: Sergey Razinkin (Good Moscow)
Additional Agency:
Hype Production, Moscow
Maxus Global, Moscow
Red Pepper, Moscow
Creative idea explanation:
Many artists and musicians work on the streets of big cities. Sberbank is launching a major project to support street artists and musicians. More and more people use bank cards and in major cities and less and less of us carry cash. Instant transfers via text messeges and the mobile application mean that musicians and artists don’t need to worry about the amount of cash in the audience’s pockets. Sending money via text messages is just as easy as throwing some change into the hat of a performer.
Synopsis:
The idea is to disrupt the industry of buskers and street vendors. Give them service that is good for them and get free communication in return.To show that p2p money transfers are the same thing as passing small amount from one person to another we found common situations for this action.Sberbank launched huge programme that supports street artists, mucisians, performers, funny homeless, vendors and other people of streets. They get one year of bank services free of charge and all the assistance required. The first group of buskers was scouted by agencies and bank employees. (Cities and locations were determined based on bank’s data). On boarding of performers took place in winter 2015/2016 in order to start the campaign in the first days of spring. The most crowded locations of 11 biggest Russians cities were covered with the first part of musicians (120 people). Word of mouth, press, social networks (special communities) and special website help to get bigger coverage of the programme. All the 18 000 bank’s offices welcome street performers.Results, relevant to the whole campaign (including online, pr and print editorials):450 000 and counting — number of transfers sent to performers200 new performers apply for the programme every day1 200 000 customers tried the service for the first time since the start of the campaign.4 000 000 increase in weekly number of transfers in the cities covered (comparing to the previous period)