The Sberbank Candy ATM Entertains Children While Parents Bank
Rebecca Byers — February 20, 2015 — Marketing
References: adsoftheworld
The Sberbank Candy ATM is a campaign targeting parents that will see educational video games set up in branches to entertain youngsters while their parents bank. The Sberbank Candy ATM is operated with a special plastic card and features educational games and rewards children with candy upon successful completion.
Sberbank, a Russian bank owned largely by the government, has previously experimented with unique consumer experiences, such as releasing a real gold credit card, while they have also introduced technology that can detect fraudulent bank cards.
Banks may be experimenting with ways to strengthen relationships with consumers in a time when online and telephone banking are representing a larger part of the average consumer's banking experience and distrust of large banks pursuits.
Sberbank, a Russian bank owned largely by the government, has previously experimented with unique consumer experiences, such as releasing a real gold credit card, while they have also introduced technology that can detect fraudulent bank cards.
Banks may be experimenting with ways to strengthen relationships with consumers in a time when online and telephone banking are representing a larger part of the average consumer's banking experience and distrust of large banks pursuits.
Trend Themes
1. Interactive Banking - The Sberbank Candy ATM demonstrates the growing trend of incorporating interactive experiences into traditional banking to engage customers and enhance their banking experience.
2. Gamification - The use of educational video games in the Sberbank Candy ATM represents the trend of gamification in various industries, including banking, to make activities more enjoyable and engaging for customers.
3. Child-focused Initiatives - The Sberbank Candy ATM reflects the trend of businesses implementing child-focused initiatives to cater to the needs and interests of younger generations and attract family customers.
Industry Implications
1. Banking - The Sberbank Candy ATM highlights the disruptive innovation opportunity for banks to revamp traditional in-branch services by incorporating interactive and gamified elements to engage customers, especially children.
2. Technology - The use of educational video games and special plastic cards in the Sberbank Candy ATM presents a disruptive innovation opportunity for the technology industry to develop innovative solutions that blend education, entertainment, and finance.
3. Retail - Retailers could explore the disruptive innovation opportunity of incorporating interactive gaming experiences, such as the Sberbank Candy ATM, in their stores to engage and entertain young customers while their parents shop.
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