Integration of SberBank project “Active age” into multimedia project “Ice Age” produced by 1 Channel
About the project –After launching an information portal for pensioners, which introduced new financial products for the elderly, Sberbank produced an integration with the popular TV show "Ice Age," with the participation of stars. The show's primary audience was pensioners and people of the pre-retirement age. We developed a communication strategy for seamless integration of the brand and its products into the TV show.
As part of the work on the client-side, we have implemented:
two commercials with Oksana Pushkina (the frontwoman of the "Active Age" project)
six video clips with the stars of the show, which were integrated into the narrative of the TV show: scripts, producing and directing
five documentaries (posted on the "Ice Age" website later) with parents of stars-participants in different Russian cities: scripts, producing and directing
several editorial photo shoots of the parents of the stars-participants and stars of "Ice Age" for promotional materials for the project
producing photoshoots to create a photobank for SberBank to use in advertising and Internet materials and publications of the project
The project was executed in 6 month period.
CLIENT –SberBank, project “Active Age”
Channel 1, TV show “Ice Age”
WHAT WAS DONE –communication strategy of the integration
advertising strategy (social media including)
production of ad campaigns for TV show (long + short versions)
branding integration in different formats of the TV show
briefings for several production teams (photo and video)
creative production for several photo shoots (including photo bank creation for Sberbank) and video advertising and editorial materials
script writing and directing
production of special project as a supporting tool for promoting the program
celebrity management
Ice Age
To present its new financial products, SberBank chose to integrate them into the sports and entertainment project "Ice Age", in which showbiz stars try their hand on the ice with professional figure skaters.
We executed several creative and production directions to integrate the brand and its' project "Active Age" into the narrative of the show seamlessly and smoothly, both on TV and on the Internet.
Photo shoot with Oksana Pushkina
The photos were used for editorial use, to promote the project. Oksana Pushkina is a Russian television host and politician. She was a member of the State Duma of the Russian Federation between 2016 and 2021. She was previously a children's rights activist from Moscow Oblast and author, host and presenter of the show "The Female View" between 1999 and 2013.
“At this age, one must look back and set new ambitious goals. When children have grown up and become independent, the impetus for a full and active life is the birth of our grandchildren. I'm sure there are things that only a grandparent can teach a child. They already have experience raising children that parents don't have. Mom and dad often act emotionally, provoking conflicts. In such cases, the older generation can create a "comfort zone" for the child, teaching them to survive family turmoil. Grandparents harmonize family relationships, sometimes saving marriages".
— Oksana Pushkina
Production, concept creations, scenarios and direction for commercials with Oksana Pushkina
We created 2 video clips (5 and 10 seconds) with the frontwoman of the "Active Age" project, Oksana Pushkina, which were shown in the interruption before commercials.
SberBank photobank
Launching the project for the senior audience, SberBank has faced a problem that their audience didn't feel any associations with the images from well-known photo banks depicting western looking people living their western lifestyle.
SberBank had the intention to create its' photo bank with people who looked like Russians and were living in a typical Russian city landscape. SberBank planned to use these photos for advertising and Internet materials and publications promoting the "Active Age" project.
We finalised seven topics that would cover the main activities of the senior audience in Russia. We created detailed briefs for the production team and carried out the supervision from the client's side (SberBank).
Docu-series with the parents of the stars-participants
With the production team of Channel 1, we visited the parents of the star participants in their homes. We created short docu-series on their approach to reaching their retirement. Overall we produced six documentaries (creative production, interviewees and celebrity management, scenarios, directing, brand integration etc.).
The videos were distributed on the website of the Ice Age project by Channel 1 for a period of one year.
