| Title | SBERBANK GO |
| Brand | SBERBANK |
| Product/Service | FINANCIAL SERVICES |
| Category |
C04. Response / Real-time Activity |
|
Entrant
|
SBERBANK OF RUSSIA Moscow, RUSSIA
|
|
Idea Creation
|
GOOD Moscow, RUSSIA
|
|
Media Placement
|
MAXUS GLOBAL Moscow, RUSSIA
|
|
PR
|
SBERBANK OF RUSSIA Moscow, RUSSIA
|
Credits
| Grisha Sorokin |
GOOD Moscow |
Creative Director |
| Alevtina Kirsanova |
GOOD Moscow |
Producer |
| Alexander Serechenko |
GOOD Moscow |
Producer |
| Anton Shcherbakov |
GOOD Moscow |
Producer |
| Daria Nifontova |
GOOD Moscow |
Copywriter |
The Campaign
Just after the launch of the Pokemon GO, the media began discussing various accidents and injuries of players. In 36 hours, Sberbank developed and launched a new product: special free health and accident insurance became available for every Pokemon GO player.
Campaign Success
Execution consisted of two parts. The first one was the awareness of the product (simple press release, leading to simple landing page worked great along with the social media activities). The second part involved synchronised activities in 11 time zones: we searched for the Pokestops in Sberbank branches and installed lure modules. All the process, including product development, PR and Pokestop installation took less than 36 hours.
Describe the success of the promotion with both client and consumer including some quantifiable results
95% of Pokemon mentions in Russian media went along with Sberbank and 98% of the mentions were positive
Thousands of publications in Russia including every major newspaper, TV channel and website. Lots of global publications including Bloomberg, Forbes, Fortune, Engadget, The Huffington Post. Mentions and photos at The New York Times, Reuters, TIME, The Guardian.
95000000 people — campaign coverage in Russia.
65000 players actually applied for the Pokemon Insurance.
30% insurance sales growth, comparing to the previous period.
Explain why the method of promotion was most relevant to the product or service
Sberbank is the only insurance company that managed to drive massive product trial in this category.
Sberbank is a very old and conservative bank. Well known for its banking business. The target audience for the Insurance is the entire nation. Pokemon GO looked like the least possible partner for Sberbank. We targeted wider audience with the awareness of the new product in press, online and tv. We also made tactic placements inside the game (Pokestops in bank branches) to bring real players to the offices. The insurance is free so the rest was not a big deal.