SBERBANK CATS DELIVERY SERVICE
| Title | SBERBANK CATS DELIVERY SERVICE |
| Brand | SBERBANK |
| Product/Service | MORTGAGE |
|
Entrant Company
|
MOSAIC Moscow, RUSSIA
|
|
Advertising Agency
|
MOSAIC Moscow, RUSSIA
|
|
Media Agency
|
MAXUS GLOBAL Moscow, RUSSIA
|
Credits
| Igor Piskunov |
MOSAIC |
Chief Executive Officer/Cco |
| Ivan Baram |
MOSAIC |
Account Director |
| Valentin Plotko |
MOSAIC |
Project Director |
| Mikhail Kuzminov |
Maxus |
Account Supervisor |
| Sergey Smyslov |
MOSAIC |
Client Service Director |
The Campaign
With sanctions biting across Russia Sberbank, Russia’s largest national bank, had to find creative approach to promote its mortgage program. So, we created a service letting Sberbank mortgage customers borrow a cat for their housewarming party. Not virtual cats but real cats. The idea combined the power of the popular digital trend – cats – with well-known Russian tradition which dictates that to bless a new home a cat must go through the door before you. With nothing more than 10 cats, one-page microsite and promotional video the campaign generated hundreds of articles in publications around the world and huge social buzz.
Success of the Campaign
Sberbank showed their customers how to be positive and happy in the hardest situation and recalled the time-honored tradition. Original creative concept and integrated approach made it possible for Sberbank to create a memorable project with main idea: the number one concern is care about clients’ happiness.
With nothing more than 10 cats, one-page microsite and promotional video the campaign generated hundreds of articles in publications around the world and huge social buzz.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
Digital: An original service was launched – “Service of Cats Delivery for Housewarming Party” for Sberbank ‘s clients Thanks to this unusual service any client of Sberbank who receives a mortgage loan, can choose and order a cat who first enters a new apartment and brings happiness to its owners.
Video: Simultaneously with the service a video was launched online
Outdoor: The campaign went beyond digital - cars with logos “Service of Cats Delivery for Housewarming Party” appeared on Moscow roads.