White Square | Белый Квадрат

Работы

Название

George from 1973

Рекламируемый продукт

Ecosystem

Идея

Background In 1973 the first SberBank commercial (state-owned Russian bank) came out. It was the scene in one of the most popular and beloved Russian movies: Ivan vasilievich: back to the future. This movie is traditionally broadcasted on TV a month before a New Year. That’s why millions of Russians have seen this old soviet commercial many times for the past 47 years. The charismatic main character George takes 148,000,000 people back to the time when Sberbank was the state-owned network of saving banks. With its slowly moving lines and unfriendly staff, Sberbank was a potent symbol of the stagnant Soviet system. This image of the bank is so powerful that it damages the brand to this day. December 2020 is a very important time for Sberbank, as the brand is launching new non-financial services on the new year’s eve and this guy from 1973 shouldn't ruin our party. Idea: How would you like the idea of using the 1973 star to advertise the bank in 2020? Using deepfake magic, we brought George from1973 to 2020 in order to let him see how that old bank has changed and let him advertise the NEW Sber for this time. How For the first time in the past 47 years we erupted the traditional New Year broadcast with deepfake magic. Since 1973 the iconic USSR movie, where one of the scenes was the Sberbank commercial with the main hero George, is traditionally broadcasted on TV a month before a New Year. In December 2020 Sberbank relaunched with the non banking services and old soviet commercial was ruining the new innovative image. We integrated into the movie broadcast with our commercial and sent George to the 2020 in front of 148 millions of Russians. 47 years after the movie release the deepfake George from 2020 changed the “soviet” image of the bank that the real George created in 1973. Results: George in 2020 became the real hit for the public and media.His appearance marked the new era and changed the perception of Sberbank by millions of Russians. +2500 stories. George became the main news of all the business and lifestyle media in Russia. 650 MN impressions, 340 in social media +600 % increase in brand visibility +400% increase in social conversation around the brand 1100% increase in Sber ecosystem awareness +1MN new organic users of non-banking services during the ad campaign UBS analysts raised the business value estimate of Sber’s non-banking services by 4,5 times. After 47 years of the movie release in front of 148 millions of Russians the deepfake George from 2020 changed the image of the bank that the real George created in 1973.