| Title | LADOSHKI |
| Brand | SBERBANK RUSSIA |
| Product/Service | PAYMENT SERVICE “LADOSHKI” |
| Category |
E03. Innovative Use of Technology |
|
Entrant
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BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Idea Creation
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BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Media Placement
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
PR
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Production
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
Credits
| Semenov Dmitry |
BBDO Russia group |
Copywriter |
| Vtulkin Dmitry |
BBDO Russia group |
Art-director |
| Nikolay Megvelidze |
BBDO Russia group |
Chief Creative Officer |
| Vladlena Obukhova |
BBDO Russia group |
Managing Director |
| Maria Orlova |
BBDO Russia Group |
Account Director |
| Inga Raykova |
BBDO Russia group |
Account Manager |
| Maxim Dashkin |
BBDO Russia Group |
Chief TV Production Officer |
| Ekaterina Norsoyan |
BBDO Russia group |
Producer |
| Anna Lukonina |
BBDO Russia group |
Post production manager |
| Dmitriy Rubezhov |
BBDO Russia group |
Music producer |
| Kirill Kulygin |
BBDO Russia group |
Director TV Production Studio |
| Aleksandr Kireev |
BBDO Russia group |
Junior TV studio manager |
| Konstantin Usatov |
BBDO Russia group |
Design studio manager |
| Aleksandr Novoderezhkin |
BBDO Russia group |
Art-director |
| Eugenya Churbanova |
Sberbank Russia |
Brand Director |
| Elena Zemskaya |
JSC "UEC" |
product owner |
The Campaign
Children know that healthy food is the prerequisite for good health in general. It’s what they are taught is school, it’s what their parents tell them. But these methods don’t work. Children use the money that their parents give them to buy whatever they want, and the parents have no way of controlling this kind of spending.
We create a technology that allows children to pay for school meals by using their palms. An infra-red scanner will scan the palm, give the system access to the bank account and withdraw money for lunch. They don’t have to carry cash anymore.
Creative Execution
Sberbank has launched a technology of paying for lunches at school in a nice & playful way to avoid any kinds of grunge attitude, because it is important not to put pressure on kids. Thanks to “Ladoshki”, kids don’t need any cash or cards — all they need is their hand. All a kid needs to do is to hold his/her palm to the terminal at the school’s canteen. An infra-red scanner will scan the palm, give the system access to the bank account and withdraw money for lunch. Right after that, parents will receive an SMS with the information about their kid’s lunch purchase.
Now parents can be sure that the money they give to their kids is spent on normal healthy food, but not snacks or soft drinks.
It took us about 6 months to introduce the technology and to scale it up. In October of 2016 the first terminal in Khimki (Moscow Region) was launched. The project is implemented across Russia, including distant regions and Siberia.