SBERBANK NEIGHBORHOODS
By Sberbank
Advertiser
- Sberbank is Russia’s largest bank
Objective / insight
- Retailers and service providers in Russian cities are often strangely located.
- Data show that infrastructure often doesn’t meet local needs
- Only 20% of new ventures survives the first two years
- Sberbank want to run a campaign for small business loans, as well as to demonstrate technological leadership and support for small businesses.
Implemented strategy
- Sberbank uses empty window fronts, billboards and geo targeted online banners to ask locals’ opinions, offering algorithm generated solutions
- Data gathered from local residents is used to create new unique ads for businesses
- The bank runs customized communication campaigns with thousands of target audiences.
- Non-standard media channels, forecasting models and predictive algorithms are used to reach target audiences on-and off-line.
Technology implemented
- Hundreds of outdoor ads and over 3,000 unique online banners asking for locals’ opinions on algorithm-generated business ideas for the neighborhood
- Suggestions are based on broad range of data
- Locals responses initiate an advertising campaign targeting suitable businesses
- Messages are sent to all the bank’s business clients that fit the local need. Forecasting models are used to reach suitable entrepreneurs online
Result
- 9x as many business responses than traditional loan advertising campaigns
- 30% more cost-efficient
- 3x as many customers take business development loans.
- With reach response the algorithm learns to offer better choices for both locals and businesses.
- Sberbank has been approached by major Russian real estate developers to collaborate on better infrastructure planning in areas
