SBERBANK CATS DELIVERY SERVICE
|SBERBANK CATS DELIVERY SERVICE
|C01. USE OF DIGITAL IN A PR CAMPAIGN
MOSAIC Moscow, RUSSIA
MOSAIC Moscow, RUSSIA
MAXUS GLOBAL Moscow, RUSSIA
|Chief Executive Officer/Cco
|Client Service Director
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.
Main goal: to develop one-of-a-kind creative campaign for Sberbank mortgage program promotion
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
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.
With sanctions biting across Russia, and the embargo on imported food leaving the shelves empty for the first time since the old days, the nations mood was dark. A lack of confidence in the economy also meant that house buying dried up. Sberbank, Russia’s largest mortgage provider, had to find creative approach to promote its mortgage program.
Sberbank has demonstrated a new approach to mortgage loans promotions by running a trailblazing (innovative) integrated digital campaign. The Bank decided to recall the time-honored tradition: a cat should be the first to enter a new house, for a happy life of the flat owners in this new place.
To announce the project before launching “Service of Cats Delivery for Housewarming Party” a test appeared on the network “What kind of cat are you?” http://kototest.ru/, results of which filled news feeds of all social networks and increased viral coverage of the project.
Original creative concept and integrated approach made it possible for Sberbank to create a memorable project where the number one concern is care about clients’ happiness.