Сбер х hh.ru: "Скопировать невозможно" - веб‑квест о людях за технологиями

Objective

Sber aimed to strengthen its employer brand by showcasing a technology-driven culture while emphasizing that human talent and unique individual strengths, not algorithms alone, drive innovation. The campaign targeted job seekers on HH.ru to increase engagement with career opportunities and deepen emotional connection with the brand's core values.

Solution

An interactive narrative-driven web quest across five episodes where players defend Sber's 'multiverse' from antagonists attempting to duplicate employees. Each episode presents distinct challenges—pattern recognition (spotting doubles), cybersecurity fundamentals (phishing and access control), ethical decision-making (balancing stakeholder concerns), engineering problem-solving (prioritization), and a final boss battle. Players accumulate 'superpower fragments' representing company values (attention, reliability, empathy, systematicity, initiative). The web-based quest concludes with personalized career path recommendations and direct calls-to-action directing qualified players to available positions.

Results

45,000+ total participants. 55% completion rate. 15% of players performed target actions (job applications or follow-ups).