Сбер х Minecraft: "Молодежная СберКарта" - челлендж в Minecraft

Objective

Sber aimed to break the stereotype of 'boring bank advertising' by communicating its Youth Debit Card benefits directly within Minecraft, a platform with significant Gen Z adoption. The campaign sought to showcase product features (cashback, payment convenience, partner services) in an immersive, brand-controlled environment that resonates with the target audience's native gaming habitat.

Solution

The campaign operated as a building challenge featuring popular Minecraft content creators who constructed a giant representation of the Youth Card and themed locations within the game. Each zone represented a specific card benefit—cafés, scooter parking, mascot installations (SberCat), and partner service integrations. Creators conducted video tours of their builds, explaining the purpose of each zone, and executed cross-collaborations where content creators visited each other's spaces, forming an interconnected narrative across multiple video releases. Video descriptions included direct links to product materials and promotional offers, driving viewers toward the Sber ecosystem.

Results

The campaign achieved over 14.5 million views of Sber-related content within Minecraft locations. Video descriptions functioned as calls-to-action, directing engagement toward product materials and special offers.