Sberbank wins Golden Lion at Cannes
June 21, 2017, Cannes (France) – Sberbank has won a Golden Lion in the Creative Data nomination at the Cannes Lions festival, the most authoritative international advertising festival. The award was conferred for the Neighborhoods campaign, which is based on a recommendation service for small businesses that uses big data. The creative idea and concept were implemented by the agency GOOD. The technology at the heart of the campaign’s mechanics was developed by Sberbank, GOOD, and Segmento.
Sberbank selected locations where there was unoccupied commercial real estate properties. During the campaign, Sberbank used online voting to gather information on what stores or other establishments were needed in specific neighborhoods of cities. The people who took part in the voting lived no more than 500 metres away from the vacant commercial real estate properties.
The information that was received was transmitted, in real time, to businesspeople via digital channels. Sberbank proposed that these businesspeople take out loans to set up businesses which were in demand in specific neighborhoods.
As a result of the campaign, the number of clients who requested loans was two times larger than if an ordinary advertising campaign would have taken place. The cost effectiveness of Neighborhoods was 30% higher than that of other projects.
“It is important that we create campaigns that not only talk about our products and services, but also make people’s lives easier,” commented Yevgeniya Churbanova, Deputy Director of Sberbank’s Marketing and Communications Department. “By using big data we built up a real time dialogue between the end users of services and entrepreneurs. As a result, using advertising methods we were able to bring value to both the business community and city dwellers.”
You can watch the video of Sberbank’s Neighborhoods campaign here.