The partnership with Viva Braslav was designed as a long-term image platform. The bank became part of the festival experience rather than limiting its presence to logo placement. One key touchpoint was a direct campaign inviting bloggers. Since bloggers receive many standard PR packages, the invitation had to be unusual and generate content on its own.
Problem
Create an invitation that would be impossible to ignore, motivate bloggers to publish organic content for free and reach the festival audience without direct paid-media costs.
Solution
Alfa Bank delivered branded car wheels to selected bloggers. Designed as art objects in the style of the festival zone, they carried the message “Let’s go to Viva Braslav!” and contained festival merchandise. The wheel symbolized the road to the festival. Braslav is in the northern part of Belarus and requires a relatively long journey, so the object communicated the invitation to travel together. The tire could also be reused as a pouf or pet bed, increasing its practical value and shareability. Organic Stories and videos became the main media channel.
Results
53% of the mailing list published organic content free of charge, against a target of 50%. Actual reach exceeded 160,000 users, 60% above the initial target of 100,000. The campaign created native brand presence among the target audience without direct paid-advertising costs.
