A repositioning campaign for Sberbank introduced “SUPER KREDIT” and its relatable superhero ambassador — SUPERMOM — resulting in a 30% increase in sales and strong brand recognition. Created to clearly communicate that Sberbank loans offer the best terms on the market, the campaign resonated with the urban, family-oriented target audience and helped the brand stand out in a highly competitive banking environment.
Built around the idea of superlative quality, the campaign introduced SUPER KREDIT and SUPERMOM — a superhero inspired by insights showing mothers as key decision-makers in household finances. With a warm tone and a welcoming Sberbank branch as the main setting, SUPERMOM came to life across TV, digital, OOH, buses, and even popular TV shows. Her character drove engagement and inspired social media buzz. The campaign surpassed goals: loan sales exceeded the target by 30%, while brand association reached 50%, proving the impact of an insight-driven, emotionally resonant idea.