LADOSHKI

ClientSBERBANK RUSSIA
Category G01. Branded Tech Online
TitleLADOSHKI
Product/ServicePAYMENT SERVICE “LADOSHKI”
Entrant BBDO RUSSIA GROUP Moscow, RUSSIA
Idea Creation 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
Name Company Position
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

The program was initially launched in two cities: Khimki & Ivanovo. Both are now fully connected to the Ladoshki system. Currently, the program includes over 74 schools across Russia. From Kaliningrad to Chita (East Siberia). Over 70 schools have launched the project, and more are to come soon. Over 20 million media impressions in all types of media: TV, social networks, press, digital press, etc. Within the timeframe of reporting, there were 992 publications, including 365 in federal media, 607 in regional media and 20 in foreign media. But the main thing is that over 2 million healthy lunches have been served across the country. And parents can be sure that the money they give to their kids is spent on normal healthy food, but not snacks or soft drinks.

Russian schools, national “Food service” organizations, parents of school children. Whole Russia. Target media: Internet, social media, word-of-mouth recommendations We launched the technology in one local school as a pilot project. If it proved successful, parents would support it, and the results would be quick to follow. And this is exactly what happened. After the first terminal was activated, parents spread the word to other parents, teachers and friends. Schools started approaching Sberbank for the “Ladoshki” technology. Then social networks, media and authorities stepped in, covering the technology’s success for the mass audience.