Sber Bank is one of the largest banks in Belarus. However, due to sanctions and limited access to key international payment systems, the bank faced significant business challenges.
Problem
The goal was to attract the attention of entrepreneurs and promote a range of relevant banking services. The brand needed a bold and intelligent idea that would add emotion to the decision-making process.
Solution
Insight: Business follows the law of the jungle. Entrepreneurs sense opportunities with animal instinct. They are like predators: cautious and fast, able to wait for the right moment and make a precise move. Idea: We created a new word based on the bank’s name – a term describing a strong positive emotional evaluation of a person – “Sbersky!” Execution: We launched a 360° campaign featuring four characters and a dynamic copy system: “Sbersky fast / profitable / practical.” The campaign was built around four priority products: business accounts, acquiring services, loans, cross-border payments.
Results
• New small and micro-business clients: +10%. • New micro and small business borrowers: +52% average monthly growth. • Growth in issued loan volume: +18% average monthly growth. • Acquiring terminals: +15%. • The word “Sbersky” quickly became part of everyday language and turned into the bank’s signature expression.
