Tinkoff Rosafest 5 yearsAction Quest THE GAME Юлия
This work
in other
nominations
Digital Campaigns
Video
Self-promo
Special Projects
Direction
Music and Sound Design
Task
Target was - to increase activations of Tinkoff Bank credit and debit cards - introduce potential customers to the bank's products and services in an entertaining format (come up with an exclusive format) - to deliver the idea of benefits of using Tinkoff Bank (develop and realize stort-time loyalty program) - to keep new customers so that they will still using bank card after the festival in their normal life
Ideas and solutions
Agency developed multi-canal decision - branded festival, digital product The Game, attracted PR and bloggers for highlights. As the result, more than 85,000 people visited Rosa Khutor winter resort during 5th anniversary celebration of Tinkoff Rosafest, media coverage reached 130 000 000 (1 500 PR hits). Festival team developed unique mechanics of Bank integration - TINKOFF THE GAME, which is to be the key feature of the event. THE WORLD'S FIRST INTERACTIVE QUEST IN MOUNTAINS. More than 5 000 participants perform 150 tasks during 1 week, earn points get 30 000 awards to choose. You get points for everything you do – ride, party or test sponsors products, all festival events are untied in the Game. The Game is realized on its own web-platform and aimed to unite people during festival, present partners goods and services and introduce the complicated infrastructure of the winter resort. Guest can get access to The Game after check-in the hotel and activating Tinkoff bank card (are available at promo-desks). The Game is the native way to sell bank product, which is usually tricky to sale. After receiving debit or credit card participant get game access and receive list of discounts and bonuses at Rosa Khutor, online shops and other festival partners services. After 1 week cashback usage participant make positive decision to continue using Tinkoff as priority bank further on. Festival program itself is aimed to form country's most powerful and loyal action sport community of riders, musicians, bloggers and active people close to the spirit. So the level of loyalty to the partners is much higher than on the other events (as reported the client
