Title	SBERBANK STREETS
Brand	SBERBANK
Product/Service	FINANCIAL SERVICES
Category	B04. Use of Ambient Media: Small Scale
Entrant	SBERBANK OF RUSSIA Moscow, RUSSIA
Idea Creation	GOOD Moscow, RUSSIA
Media Placement	MAXUS GLOBAL Moscow, RUSSIA
Production	HYPE PRODUCTION Moscow, RUSSIA

Name	Company	Position
Alevtina Kirsanova	GOOD Moscow	Producer
Alexander Serechenko	GOOD Moscow	Producer
Grisha Sorokin	GOOD Moscow	Creative Director
Olga Midlenko	GOOD Moscow	Art Director
Gleb Glonti	GOOD Moscow	Producer
Alexey Hattomonkey	GOOD Moscow	Art Director

The Campaign

The idea is to disrupt the industry of buskers. Give them service that is good for them and get free communication in return.

Campaign Success

Sberbank launched huge programme that supports street artists, musicians, performers, funny homeless, vendors and other people of streets. They get one year of bank services free of charge and all the assistance required. The first group of buskers was scouted by agencies and bank employees. (Cities and locations were determined based on bank’s data). On boarding of performers took place in winter 2015/2016 in order to start the campaign in the first days of spring. The most crowded locations of 11 biggest Russians cities were covered with the first part of musicians (120 people). Word of mouth, press, social networks (special communities) and special website help to get bigger coverage of the programme. All the 18 000 bank’s offices welcome street performers. Bank did not ask participants of the programme to use bank’s logos or any brand id.

Describe the success of the promotion with both client and consumer including some quantifiable results

7 000 000 people pass by our people every day (all regions). $200 — average amount of daily donations per person tracked within the first group. Results, relevant to the whole campaign (including online, pr and print editorials): 450 000 and counting — number of transfers sent to performers. 200 new performers apply for the programme every day. 1 200 000 customers tried the service for the first time since the start of the campaign. 4 000 000 increase in weekly number of transfers in the cities covered (comparing to the previous period).

Explain why the method of promotion was most relevant to the product or service

The campaign aimed to drive trial of the product in a natural way.

Bank’s location data was analysed to get the right spots for the start. As soon as almost everyone in the country is actually a Sberbank’s client there is no specific group to target. Due to product specialty it’s already being used by technically advanced audience, so we approach audience that don’t use 100% of technology available. But all of them have bank accounts and all of them are using text messaging for communication. To show that p2p money transfers are the same thing as passing small amount from one person to another we found common situations for this action. Nobody expects street buskers to accept bank transfers, so even the fact that they do so drives very high rate of service trial. And immediate result shows product benefits without any explanation. Just mentioning of the services on buskers’ plates is more efficient than standard outdoor placement.