SBERBANK NEIGHBORHOODS

ClientSBERBANK
Category A07. Financial Products & Services, Commercial Public Services, B2B Products & Services
TitleSBERBANK NEIGHBORHOODS
Product/ServiceLOANS FOR SMALL BUSINESSES
Entrant SBERBANK OF RUSSIA Moscow, RUSSIA
Idea Creation GOOD Moscow, RUSSIA
Media Placement DENTSU SMART Moscow, RUSSIA
Media Placement 2 SEGMENTO Moscow, RUSSIA
Production HYPE PRODUCTION Moscow, RUSSIA
Additional Company GOOD DATA NEW YORK, USA
Credits
Name Company Position
Grisha Sorokin GOOD MOSCOW Executive Creative Director
Grisha Sorokin GOOD MOSCOW Executive Creative Director
Gleb Glonti GOOD MOSCOW Associate Creative Director
Gleb Glonti GOOD MOSCOW Associate Creative Director
Alevtina Kirsanova GOOD MOSCOW Agency Producer
Vit Abrams GOOD MOSCOW Designer
Holga Balina GOOD MOSCOW Designer
Taras Sbibnev GOOD MOSCOW Designer
Ivan Paschenko GOOD MOSCOW Agency Producer

The Campaign

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.

Creative Execution

Hundreds of outdoor ads and over 3,000 unique online banners ask for local residents’ opinions on algorithm-generated business ideas for the neighborhood. Suggestions are based on broad range of data. Data gathered from local residents is used to create new unique ads for businesses. Messages are sent to all the bank’s business clients that fit the local need. Forecasting models are used to determine and contact suitable entrepreneurs online. With each response the algorithm learns to offer better choices for both locals and 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.

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. 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.