The idea is to disrupt the industry of buskers. Give them service that is good for business and get free communication in return.

Sberbank launched huge programme that supports street artists, musicians, performers, funny homeless and other people of streets. They get one year of bank services free of charge and all the assistance required. The first group of buskers was scouted by agencies and bank employees. (Cities and locations were determined based on bank’s data). On boarding of performers took place in winter 2015/2016 in order to start the campaign in the first days of spring. The most crowded locations of 11 biggest Russians cities were covered with the first part of musicians (120 people). Word of mouth, press, social networks (special communities) and special website help to get bigger coverage of the programme. All the 18 000 bank’s offices welcome street performers.

Bank did not ask participants of the programme to use bank’s logos or any brand id. Just using the service is good enough.

Results, 100% relevant to direct communication:

7 000 000 people pass by our people every day (all regions)

$200 — average amount of daily donations per person tracked within the first group

Results, relevant to the whole campaign (including online, pr and print editorials):

450 000 and counting — number of transfers sent to performers

200 new performers apply for the programme every day

1 200 000 customers tried the service for the first time since the start of the campaign.

4 000 000 increase in weekly number of transfers in the cities covered (comparing to the previous period)