Special free health insurance became available for every Pokemon GO player.

In 36 hours, Sberbank developed and launched a new product. To attract more interest, bank installed lure modules in Sberbank branches in 16 Russian cities

95 million people in Russia learned about Sberbank insurance in just three days.

Tens of thousands of players applied for insurance

95% of Pokemon mentions in the Russian media went along with Sberbank and 98% of the mentions were positive.

The campaign appealed to relevant group of players. Lure modules inside the online game attracted people to bank branches.

Reaction. There was know special strategy. Campaign appeared as a response to Pokemon GO hype.

Insurance from Sberbank has been on the market for a while but awareness of their products has been low. Just after the launch of the Pokemon GO, the media began discussing various accidents.