Audience: Mass-affluent segment has been identified as the core audience for communication: - Men and women, earning more than average Russian citizens (above 130 000 RUB in Moscow and above 70 000 RUB in regions) - Age: 30-50 - Travel actively: twice a year - on vacation, occasionally - on business trips - "Aeroflot" and other airlines' loyalty programs fans - Aspiring, ambitious, driven - Both current Sberbank customers who hold "Aeroflot" cards of mass category and desire to accumulate miles faster, and competitors customers According to Mediascope Russia this audience capacity is 7,3 mln people or 12% of Russian population. (Source: Nediascope Russia, M'Index, Q2 2017 г. TA: All 30-50, ВС, travel throughout Russia and abroad) Meanwhile, we hoped that the communication of a premium product would also catch the attention of mass-market audience, thus engaging it into obtaining and using Sberbank "Aeroflot" cards of lower categories (Classic and Gold).

Objectives: The main business figure which makes interest for a bank in regards of card products is its revenue. This may be affected by the number of cards issued, by the volume of transactions - as well as by other factors. In July 2017 Visa Signature "Aeroflot" card was a new product for Sberbank (among other card products), lacking an extensive card portfolio. This led to a campaign focused on extending card portfolio (i.e. issuing new cards), which has been supposed to enhance revenue by growing the number of cards. Sberbanks' major business KPI was 25% uplift to a natural increase of Visa Signature "Aeroflot" cards (with no data on promoting the new product at hand, average campaign effect has been taken as forecast basis - Source: Sberbank internal data). Major media KPI was building maximum reach of TA (with the help of OLV among other things), as the main driver for new product knowledge which would later convert into cards issued.

Type: B2C

Language: English, Russian