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Category
Integrated Branding
Annual ID
OS_CP18041M
About the Work
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.
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.
2018 Awards
Total Points: 2
Merit
Credits
Agency
GOOD / Moscow
GOOD DATA New York / New York
Production Company
Hype production / Moscow
Media Company
Dentsu Smart / Moscow
Segmento / Moscow
Art Director
Gleb Glonti
Chief Creative Officer
Grisha Sorokin
Designer
Holga Balina
Taras Sbibnev
Producer
Dina Plitukhina
Agency Producer
Vit Abrams
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