Sberbank serves 85% of Russian banking clients. 70 000 000 of bank’s clients are connected to p2p money transfers transfer service. (Transfers via text messengers and app allow users to send small transfers to other clients.). Most of this 70 000 000 don’t know about the services. The brief: inform Sberbank’s clients about p2p transfers and drive product trial.

Buskers accept payments via Sberbank transfers and their signs are the best ads that explain how to do it.

Sberbank launched huge programme that supports street artists, musicians, performers, funny homeless, vendors 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.