Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Jelena Košutić, Client Service Director, Ruskin&Hunt
When we say “Super Mom”, most of us immediately think of our own mother, wife, sister or friend, who successfully balances pursuing her career with taking care of her family, all in the fast pace of everyday life. A challenging task you will agree – particularly in this day and age. It’s a task worthy of a super hero! And thanks to the Super Loan campaign which Sberbank Serbia first launched this spring, “Super Mom” has officially become a super hero.
The first wave of the campaign was successfully implemented, and the second wave has just recently started. Super Mom has returned to promote the “Super Loan” campaign created by the MullenLowe&Friends agency, and we took this opportunity to talk with Manuela Stamatović, Director of Marketing and Communications for Sberbank Serbia, who spoke about the development of the concept and its implementation.
Who is Super Mom for you and why is she “super”?
Manuela Stamatović: Every one of us has or knows a Super Mom, because they are an indispensable part of our lives. Super Mom is dignified, strong and versatile, always committed to the family. She lives a dynamic life. She plans and organizes. She enjoys family travel and new experiences. We presented our Super Mom as a mom that has a solution for every child’s desire, because she is financially independent and skilled in organizing the family finances. That’s how we see today’s moms.
How did you come up with the idea to present a product through the character of a super hero – the Super Mom?
Manuela Stamatović: The Super Loan, as a totally unique product in the portfolio of our bank, demanded a unique, different approach. It was necessary to devise a way to communicate the key benefits of the product (our lowest interest rate, with a maximum amount of up to 3,000,000 dinars, and a maximum repayment term of up to 96 months) so as to be accessible, easily understandable and close to our target group. These days, as life has become very dynamic and we are generally exposed to a large amount of information, it is important to devise a creative campaign that will keep the viewer’s attention and engage them to see it through until the end. We continuously explore market trends, tapping into the needs of our clients and their reactions to the products we are promoting. Accordingly, we are developing new design solutions, striving to be different and recognized by our current and potential new customers, in order to further inspire trust and strengthen long-term partnerships, while all the time building a strong image for the Sberbank brand.
Why Super Mom, and not Super Dad?
Manuela Stamatović: Women are often exposed to a lot more pressure and expectations to be “super” in all fields – in business, but also in private life, as wives and mothers. A high percentage of women decide to build their career along with taking care of the family, which is certainly a big challenge. Therefore, today’s women in a way really are super heroes – we wanted to show that we understand them and to offer them support to tackle their daily challenges more easily. The customer always comes first for us, and we are constantly working on making our products and services even easier and more affordable to help them save valuable time and make their life easier.
Which channels were used to communicate the new product?
Manuela Stamatović: We apply an integrated marketing approach in all our campaigns, so we use diverse channels of communication, taking into account the placement of the same, integrated message. In the first wave the campaign was communicated through television channels (including national and cable TV stations), print media, online channels including media portals, Google display and search networks as well as on branded buses on the busiest lines in Belgrade and Novi Sad. In addition, we had an activation in cooperation with Naxi radio, where we organized an interesting photo contest to animate listeners to take pictures and present Super Moms from their own environment. The second wave of the campaign, which started in September, focuses on television and online, through which we aim to additionally strengthen and develop the previously built recall.
What results has the Super Loan campaign had so far?
Manuela Stamatović: This carefully designed campaign that accompanied the launch of Super Loans recorded excellent results. This is best illustrated by the fact that we have achieved a record placement of loans for individuals since Sberbank has been present in the Serbian market. In addition, the measurements that we carried out in the course of the first wave of the campaign showed us an increase in key parameters such as ad recall, brand recognition and motivation for purchase, which resulted in an increase in overall Sberbank brand awareness as well as excellent sales of the product itself.