Case

SBER helps to preserve the memory of the heroic deed of Gagarin

  • Brand
  • Sber
  • Advertised product
  • Sber is the largest and trusted brand, enjoying strong audience confidence, which sets it apart from competitors in the market. For such a brand, a social mission and support for national development goals are important. Sber invests in culture, education
Today, there is a strong public demand for national pride. One expression of this pride is Cosmonautics Day, a significant holiday for Russians. This year marked the 65th anniversary of Yuri Gagarin's legendary feat, which became a symbol of courage and the limitless potential of humanity – the first manned flight into space. On such an important occasion, Sber decided to help preserve the memory of the scale and significance of this achievement for Russia, supporting and strengthening the national pride of its people.

Problem

The main goal of our project was to preserve the memory of the scale and significance of Yuri Gagarin's feat for Russia, supporting and strengthening the national pride of Russians in the year of the 65th anniversary of the first human spaceflight. To do this, we needed to: • Reach the widest possible audience through different formats • Create a deep emotional experience that allows the audience to feel the story and scale of Gagarin's flight • Ensure the omnipresent presence of reminders of the feat at points of daily contact • Integrate the theme into the digital ecosystem services

Solution

We decided to remind the younger generation – who are gradually losing that memory – of the greatness of Yuri Gagarin's legendary feat. On their language, with immersion, we show the story through the eyes of a flight participant, creating with Roscosmos the full‑dome film "Step into Infinity". After the show at the Moscow Planetarium was a meeting with Hero of Russia Oleg Kononenko (>1110 days in space). Donating the film to 50+ planetariums in Russia, Vitebsk and Aktobe, we fulfill a social mission: technology makes unique experience accessible to remote cities Launched an inspiring Gagarin campaign on the courage to dream, covering 28 cities, 522 building facades and Sber offices across the country. We integrated it into the ecosystem: a playlist in Zvuk, a film selection in Okko, etc.

Results

Results: 30 million reach, +474% media materials (421), +1589% social media posts (2,973), +975% engagement (86.7), +800% post views (8.1 million), +68% media reach (61 million)