To launch Sberbank’s new non-financial services, Leo Burnett Moscow went back in time to bring back an iconic and charismatic character from the past to star in its campaign. With creativity and the help of deepfake technology, Leo Burnett Moscow successfully and smartly demonstrated Sberbank’s progress and its new offerings via an integrated campaign.

Impact:

+2500 stories. George became the main news of all the business and lifestyle media in Russia.

650 MN impressions, 340 in social media

+600 % increase in brand visibility

+400% increase in social conversation around the brand

1100% increase in Sber ecosystem awareness

+1MN new organic users of non-banking services during the ad campaign

UBS analysts raised the business value estimate of Sber’s non-banking services by 4,5 times.