How GMS helped Oschadbank Reach 15M Users with Viber Gems

Oschadbank, one of Ukraine’s largest financial institutions, reached 15 million users and strengthened nationwide brand engagement by using Viber Gems by GMS to deliver high-impact holiday campaigns.

Ahead of Independence Day and Christmas, Oschadbank aimed to expand beyond owned channels and build stronger emotional connections with active users across Ukraine.

The bank needed a way to stand out in a crowded digital environment while communicating messages of national pride and unity in a more engaging, human way.

Oschadbank used Viber Gems by GMS to deliver visually striking campaign messages that immediately captured attention within the messenger feed. The format enabled the team to run two coordinated campaigns for both holidays, reaching multiple audience segments simultaneously while maintaining a consistent creative approach.

The campaigns delivered strong national-scale impact for Oschadbank:

• Combined reach of approximately 15 million unique users

• Broad engagement across key demographics (18–24, 25–34, 35–50)

• First financial institution in Ukraine to launch Viber Gems