| Golden Drum 2017 | ||
|---|---|---|
| Activation programme | - | Silver Drum |
| Public relations | Marketing PR | Golden Drum |
| ADCR Awards 2017 | ||
| Promotions & New Media | Promotions | Silver |
| Interactive & Mobile | Any Other (I&M) | Silver |
Advertiser: Sberbank
Brand Name: Sberbank
Product/service: Special Free Health Insurance For Every Pokemon Go Player
Campaign Name: Sberbank Go
Country: Russian Federation
Agency: Good
Agency Network: Independent Agency
Executive Creative Director: Grisha Sorokin
Creative Director: Grisha Sorokin
Agency Producer: Alevtina Kirsanova, Alexander Babaryko, Anton Scherbakov
Creative idea explanation:
Special free health insurance for every Pokemon GO player.
Campaign appeared as a response to Pokemon GO hype. In 36 hours, Sberbank developed and launched a new product. To attract more interest, we installed lure modules in Sberbank branches in 16 Russian cities.
Insurance from Sberbank has been on the market for a while but awareness of their products has been low. Just after the launch of the Pokemon GO, the media began discussing various accidents.
95 million people in Russia learned about Sberbank insurance in just three days. Tens of thousands of players applied for insurance.