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ADCR Awards 2017

Award Type: Advertising Awards

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ADCR Awards 2017 Bronze winners

Sberbank. Streets [image] 1

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Industry Banking & Financial Services
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Russia
Agency Good Moscow
Production Hype
Production Maxus Global Moscow
Service Agency Red Pepper Film
Released September 2016


ADCR Awards 2017
Promotions & New Media Ambient Media Bronze

Credits & Description

Agency: Good Moscow
Original Title: Sberbank. Streets
Client: Sberbank
Additional Agency:
Hype Production, Moscow
Maxus Global, Moscow
Red Pepper, Moscow
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)