DROP - LIMITED COLLECTION OF ART FROM RUSSIAN DESIGNERS FOR SBERSPASIBO Антон Кудашов
Task
To attract progressive Mellinials to the loyalty program so that they themselves become "advocates" of the brand. And also, to motivate existing users to spend the bonuses accumulated in the program.
Ideas and solutions
Having studied the target audience, we formed several interesting insights: - the topic of art is gaining more and more interest, especially among young and progressive - there is a growing demand of people to acquire home art objects - Millennials actively support projects with local artists and influencers. We decided to enter the territory of design and contemporary art. So that everyone has the opportunity to become the owner of the object, the very modern art. We were attracted by 3 significant persons of the modern design community. ADED Group / Sasha Frolova / Eduard Eremchuk In total, 9 items (3 from each) were obtained as promotional materials for the project. Each item is unique in its visual performance, material from which it was created and the possibility of its use. Items could not be bought for money, but could be purchased in exchange for bonuses from SberThank you. The project also had an offline outdoor part, in the popular shopping centers of Moscow, where our target audience could be found, we installed special vending machines with items from the collection. Each machine, at the same time, had a unique design dedicated to the theme of the "artist" himself. Due to the uniqueness of the vending machines, people started taking pictures with them and generating UGC content. Thanks to our chosen agents of influence, tools, media mix, cool design of items in the collection, and the uniqueness of the project itself, it received a great response in the media. Written by most of the top publications in the country. In addition to the media, the project was actively supported by a number of bloggers, telegram channels about design / interiors / fashion. Result: + Transfers of bonuses between members of the SberSpasibo loyalty program increased 14 times. + Exceeding the KPI for contacts by more than 3 times (KPI - 30,000,000, FACT - 154,041,700) + News about the project spread to the TOP lifestyle and glossy media, telegram channels
