Sberbank: Sberbank. Neighborhoods [image] 4

Credits & Description:

Agency: Good Moscow
Original Title: Sberbank. Neighborhoods
Client: Sberbank
Additional Agency: Hype Production, Dentsu Smart, Segmento, Good Data New York
Synopsis:
Retailers and service providers in Russian cities are often strangely located. Only 20% of new ventures survive the first two years. Sberbank is Russia’s largest bank, which can be a disadvantage, as entrepreneurs often prefer smaller banks that they believe have a more personal approach and a better understanding of small business. The brief is to run a campaign for small business loans, as well as demonstrate technological leadership and supportfor small businesses.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 thebank’s business clients that fit the local need. Forecasting models are used to determine and contact suitable entrepreneurs online.