Alfa Bank built ALFA SUNSET around the insight that summer in Belarus is short and every sunset is unique. The brand could simply sponsor another concert or festival, but instead chose to “brand the sunsets” and create a recurring ritual that people would wait for, travel to and share. Over two years, Alfa Sunset had become a recognizable and anticipated Minsk event, but it was limited to a lounge beach-party format at the Minsk Sea. In 2026, the project became a national tour and created the first truck in Belarus and the CIS designed to transform into a modern stage.
Problem
Make the 2026 season substantially larger, expand beyond Minsk, strengthen Alfa Bank’s presence in regions where the brand was weaker, stimulate transactions and create a tour people would follow, discuss and share. Repeating the Minsk format was impossible because most cities lacked the venues and infrastructure required to deliver a high-quality event. The project needed a universal venue that would look the same everywhere and make the format consistent across cities.
Solution
During the day, the mobile transformer travelled between cities as a branded truck. In the evening, its sides opened, allowing visitors to see the sunset through the structure and turning the vehicle into the centre of sound, light and energy. Each event combined the physical symbol, live music, the Police in Paris headliner, a public urban setting and practical cardholder benefits. Visa Alfa Bank cardholders could buy their first RED ice cream (made by Alfa Bank for summer season) for BYN 0.05 instead of BYN 2.48, receive a 10% automated food-court discount and instantly apply for a card at the event.
Results
50,000 visitors across seven events against a target of 25,000 — twice the target. The project had 10,000 visitors in 2024 and 12,000 in 2025. The RED point generated 5,000 transactions across seven events: 3,000 promotional purchases and 2,000 full-price purchases — twice the target of 2,500. The food court generated 6,000 transactions, including 1,600 with Alfa Bank cards and 1,100 with Visa Alfa Bank cards. 435,963 views across the bank’s social channels. More than 427 UGC mentions of Alfa Bank. 25 bloggers and 3,000,000 total blogger reach. 1,500,000 media reach. 3,000 new Alfa Bank customers, or approximately 500–600 per city.
