SBERBANK CATS DELIVERY SERVICE
| Title | SBERBANK CATS DELIVERY SERVICE |
| Brand | SBERBANK |
| Product/Service | MORTGA |
| Category |
I01. INTEGRATED MULTI-PLATFORM CAMPAIGN |
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Entrant Company
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MOSAIC Moscow, RUSSIA
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Advertising Agency
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MOSAIC Moscow, RUSSIA
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Media Agency
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MAXUS GLOBAL Moscow, RUSSIA
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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 |
Creative Execution
An original service was launched – “Service of Cats Delivery for Housewarming Party” for Sberbank ‘s clients http://kotoservice.ru/
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. Simultaneously with the service a video was launched online http://www.youtube.com/watch?v=4boS_2z5KKg. The campaign went beyond digital - cars with logos “Service of Cats Delivery for Housewarming Party” appeared on Moscow roads.
More than 1 mln views of YouTube video: http://www.youtube.com/watch?v=4boS_2z5KKg
Half a million visitors to the mortgage application website
The campaign generated more than 580 articles in publications around the world
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.