Sberbank process transactions for 80 million clients and 1.2 million businesses.
Data show that infrastructure often doesn’t meet local needs.
People's opinions on local needs fuel targeted campaigns, promoting loans for small businesses.
Sberbank uses empty window fronts, billboards and geo-targeted online banners to ask locals’ opinions, offering algorithm-generated solutions. Local responses initiate an advertising campaign targeting suitable businesses.
Campaign generates 9X as many small business responses than traditional loan advertising campaigns.
Campaign is 30% more cost-efficient than traditional campaigns.
3X as many customers take business development loans than from traditional loan campaigns.
Sberbank has been approached by major Russian real estate developers to collaborate on better infrastructure planning in residential areas.
Data is used for every stage of the campaign, contextualizing and personalizing every placement. In the first stage, data plays a strategic role. In the second stage, data becomes the message itself.
As the biggest Russian bank Sberbank cares about Russian citizens. Campaign targets local communities with customized messages to gather data. Data from locals is being used to create messages for several types of small businesses. Messages are being delivered to existing bank’s small business clients (1.2 million in total) and other small businesses online via forecasting models. Every single placement is relatively small scale but number of placements allows to cover a huge number of people and businesses.