SBAB | The Loss Generator

Insight

SBAB has been a state owned mortgage loan company since 1985, and is now on a journey to becoming a “real” bank, with all the bank services offered by the commercial banks. The first step on this journey is to make people start using SBAB for more than mortgage loans. Hence, SBAB offers a savings account with high interest rate, no fees and free account withdrawals. 

The marketing challenge is to increase the number of people opening a savings account with SBAB, and to increase the weekly deposits to these accounts. UM recognised that people have very low trust in banks in general. The four big commercial banks have a market share of 80%+ and are hugely profitable. They offer poor savings account interest rates with restrictions regarding withdrawals. 

SBAB - as a former mortgage loan organisation - is strong in big cities in the mortgage loan category. But its market share for savings account is low, and so is the awareness of SBAB’s offer. However, SBAB is more trustworthy, being a state owned bank without the heritage of poor conditions for saving accounts. 

UM built a strategy focusing on challenging the big commercial banks, comparing the SBAB offer to the other banks. It wanted to explain what low interest rates actually mean to your savings in an easy understandable, challenging and fun way. The overall objective was to increase number of savings accounts, and increase weekly deposits. 

Strategy

UM wanted to build on the fact that the overall trust in the big commercial banks is low. Everyone is aware of low interest rates and high profits among the big banks – still the churn to smaller banks is very low. It’s a low engagement category – and it’s very complex. And even if banking is a very cluttered media category, the big banks don’t advertise savings accounts – for obvious reasons. 

Given this, UM wanted to highlight how much money Swedes lose by having poor conditions on their savings accounts. UM strived to make this tangible, explaining the amount by relating to actual situations. How much money do Swedes lose in a week, a year, while waiting on a bus, while reading a newspaper etc.? 

The agency created “The Loss Generator” on the SBAB website and in social media. “The Loss Generator” is a counter, showing how much Swedes have lost since January 1 by saving money in bank accounts with low interest rates – i.e. visualising the difference to the SBAB offer. At any time you can push “Stop the loss”, and the generator tells you what the loss is worth to date – transferred to what that money would buy; number of cinema visits, entries to the amusement park, etc. 

“The Loss Generator” went out in broad media, always relating to the consumer’s situation; when commuting, when reading a newspaper, when visiting a web site etc. 

Execution

UM aimed to show how much loss Swedes generate by poor savings account conditions through smart use of media:

Dailies: Focusing on Stockholm/Göteborg/Malmö, UM bought three consecutive ads/pages. The first ad said “This second, Swedes lose 499 SEK”, the second “Tomorrow you will have lost 43.099.072 SEK”, and the third “In one year, you will lose (gulp) 15.731.161.388 SEK” 

Outdoor: 
- Bus shelters: “2 minutes to the bus? Then you will lose 59.860 SEK on low interest rates” 
- Underground: UM built a series of ads in the escalators, where the numbers increased: “Every second, Swedes lose 499 SEK on low interest rates”, “Now you’ve lost 2.494 SEK” …etc. 
- Streets: UM used digital Eurosize ads, where they brought out “The Loss Generator” in real time counters on billboards. These street furniture where strategically bought outside or nearby big bank offices. 

Online: Dynamic ads, reflecting the environment, e.g.: “When you Facebook for a quarter, Swedes have lost 449.100 kr. on low interest rates” …etc. 

TV: A generic spot, explaining how much Swedes lose in a year, portraying the commercial banks a profitmaking clowns. 

UM deployed two campaigns like this in 2013; in May/June, and in October/November.

Results

The results in 2013 were beyond all expectations, a pyramidal success. 

- After the first campaign (May/June) the weekly baseline deposits increased by 279% 
- After the second campaign (Oct/Nov) the average weekly deposits had increased by +663%, Q1 average compared to Q4 average. 
- The market share for savings has also increased for SBAB: from 1.84% (Jan-Nov 2012) to 2.69% (Jan-Nov 2013). This is the highest market share increase among all banks… 
- …but the SBAB share of “new” savings money in 2013 is 15%. This means that SBAB is number one in market share for new money – even bigger than the commercial banks, which have a far higher market share of the total savings. 
- In October-November alone, the SBAB market share of new money is 34%! To put this in perspective, the overall market share (all savings) is 2.69%, as mentioned. 
- Number of SBAB savings accounts increased from June 30, 2013 to December 31, 2013 by 24%... 
- …and to total savings amount with SBAB increased by 45% during the same period! 

- Campaign recognition: 46% (finance category average: 30%) 
- Liking: 27% (finance average: 18%) 
- “The campaign is relevant for me”: 36% (finance average: 19%) 

To put the spend level and campaign size into a Swedish a perspective: the SOV for SBAB in 2013 is 8,5%, making SBAB the 5th biggest spender in this category. Hence, the campaigns have been medium sized campaigns. 

The first step on the journey of transferring SBAB into a “real” bank has been highly successful. And the journey continues in 2014, when new services will be launched.

BRAND:

SBAB

CATEGORY:

Financial

REGION:

Sweden

DATE:

May - December 2013

AGENCY:

UM

MEDIA CHANNEL:

Online,Out-of-Home,Print,TV

Gillette Venus| Tag The Weather Gillette Venus

Insight

GILLETTE’S PROBLEM: WHEN WOMEN ARE SHIVERING, THEY’RE NOT SHAVING!

Sweden gets very cold in winter. For five months of the year, sub-zero temperatures engulf the region, and darkness and snow force people to stay indoors. As a result, Swedes don’t shave much. After all, why should they bother when they have to swaddle themselves in coats, thermal underwear and tights just to leave the house?

This is bad news for Gillette, whose Venus ladies shaving range suffers from a double-digit sales slump every winter.

Gillette realised that during the colder months, the brand’s biggest challenge is not rival razor products - it’s the weather.

While Gillette’s female target like to regularly shave and show off their legs in the summer, that routine becomes less and less frequent in the winter. The brand's key insight was that it needed to re-programme this behaviour to boost frequency of shaving and increase sales of Gillette Venus.

Gillette’s major problem, of course, was that it couldn’t change the weather, but could it help its target dream about sunnier climates, imagine long hot days, remember what summer feels like?

And, if Gillette could get them thinking warm - if it could really bring that dream warm weather to life - perhaps Gillette could fire up their summer shaving routine.

Strategy

GILLETTE’S STRATEGY: SHARING SOMEONE ELSE’S SUMMER WOULD STOP WOMEN SHIVERING AND START THEM SHAVING AGAIN!

Gillette couldn’t change the weather, but it could change the mind-set of its audience. If Gillette could remind them of summer – by helping them share and swap stories and pictures with women in warmer climates – Gillette could emotionally engage them with their summer shaving routine.

Gillette needed to start that process early to remain relevant during the cold season. It knew its target was increasingly mobile and smartphone dependent, spending hours plugged in to social networks and online photo-sharing platforms. In Sweden, women use Instagram twice as much as men and 39% use it on a daily basis.

Gillette would give women the chance to win a trip somewhere warmer, by entering Gillette’s photo contest on Instagram. For the chance to win, women would have to submit photos of the coldest places in Sweden, labelling them with Gillette’s #venuscompetition hashtag. This would be great content to share – while painfully cold, there’s nothing prettier than a sparkling blanket of snow. Gillette’s snap-happy women wouldn’t be able to resist.

A specially selected jury of female bloggers from sunny Florida, Brazil and Australia, would comment on the pictures and select daily favourites – giving Gillette’s photographers social fame and moving them closer to the holiday.

Keeping shaving on women’s mind, Gillette would offer a discount on Venus products to anyone posting a picture. Uniquely, this discount would be based on the weather conditions at their GPS-stamped location. The colder the weather, the bigger the discount. A partnership with an online retail brand would make purchase just a tap away.

Top fashion bloggers would also spread the word about Sweden’s weather – by showing sun-worshipping local Miami residents just how cold it was in Stockholm. Gillette would use their reactions – and photos – to create more sharable content on Facebook and the Venus website. 

Execution

SHARING PHOTOS AND STORIES LED TO SAVINGS ON SHAVING! 

In January 2013, in the middle of the Swedish winter, Gillette launched the Gillette Venus ‘Tag the Weather’ competition website and made the tough climate conditions work in its favor. 

To win a holiday to Miami, consumers took photos of their winter weather and published them on Instagram; the campaign site automatically found them thanks to the hashtag used. Each photo was instantly given a bad weather score. Based on geo-location, the colder the conditions recorded (based on historical weather data) the higher the score.  

Consumers could convert this into a dynamic discount for the Venus Proskin Sensitive. The lower the temperature, the bigger the discount. Gillette’s unique partnership with Halens, the region’s biggest online fashion and personal care retailer, meant that purchase was always just a click away. 

Gillette’s message combined display, video and blog partnerships on mobile and web. Tag the Weather appeared on blog portal Devote.se and fashion blogs such as Tyras.se. It created videos showing Swedes talking to Americans in Miami about their weather and asking if they wanted to swap locations. They were hosted on YouTube, Facebook, female blogs and the campaign site.

Above-the-line ads invited women to show off their everyday weather to a unique jury of sun-spoiled bloggers (Steffi from Miami, Alana from Rio, Chrystal from Sydney), who also wrote about the competition and extreme weather in Sweden.

Wherever possible Gillette’s shivering target was exposed to the warmer weather being enjoyed by women elsewhere. 

Results

SHARING PICTURES LED TO SALES HEATING UP BY 570%

In just two weeks Gillette attracted more than 5,800 Instagram photos – the highest number ever in Sweden. Overall, Gillette reached 444,500 Instagram users earning nearly 130,000 likes. The campaign site attracted more than 160,000 unique visitors – 80% via a mobile device.

In total, Gillette reached three million unique mobile devices across the region, while Facebook and Instagram activity reached 91% of all Swedish women 18-35. 

Gillette’s response-led tactic generated incredible sales. The impact on sales of was incredible. During the campaign online sales of Venus Proskin Sensitive increased 570% and blades were up 100%. While in-store sales were boosted by 36%.

BRAND:

Gillette Venus

BRAND OWNER:

Procter & Gamble

CATEGORY:

Toiletries/Cosmetics

REGION:

Sweden

DATE:

2013

AGENCIES:

MediaCom

Saatchi & Saatchi

MEDIA CHANNEL:

Digital,Mobile,Online

Quaker Oats | Havrecrunch | Yellowstone Diet

Insight

Turning the negative into a positive. Every day seems to bring us new information about what is good for us, what we should eat, how we should look, new extreme diets and new forms of exercise. They can range from the practical to the absurd. We know that people want to look and feel good, but the barrage of mixed messages combined with an increased focus on looks and lifestyle in society meant that our audience were being negatively affected rather than feeling positive about who they are. The beginning of any new year was particularly full of these messages as people focused more on their lifestyle and eating at this time of year.

With the launch of the Havrecrunch, Quaker Oats set out to challenge this negative trend, there is more to life than the next diet fad and it wanted to remind consumers of this. OMD needed to come up with an idea targeted specifically at this audience to get their attention, entertain them while also enlightening them about what leading a healthier lifestyle actually means.

The marketing challenge was to create awareness for the new Havrecrunch product by creating a meaningful connection with the target audience based on insights on their conscious living and eating habits.

Strategy

There is no miracle cure, but everyone claims their new product to be one, which is where the grizzly berries come into the picture.

The Yellowstone berry was considered a super-food for bears and it had recently become famous and a discussion point in social media forums. The Yellowstone berry helps bears get through the winter hibernation period and had recently become almost extinct before an initiative by Yellowstone Park bought the berry back to life.

With the berry background story in place, OMD would create fake commercials for a diet called “The Yellowstone Diet”. This diet was to come from these wild berries that scientists had supposedly been researching the last eight years. By harnessing the credibility of the story and armed with the knowledge that previous campaigns which had used humorous content were a success, the Yellowstone berry diet campaign was born.

Video content was created in an exaggerated and funny way to get people’s attention and have those wondering if this was real or not. The agency would release the ‘fake commercials’ on several social platforms that the audience uses to research, discuss and share new trends and diets. OMD’s strategy was to get the target group’s attention and use them to spread the Yellowstone diet themselves through social media. It would then move to mainstream channels such as print and out-of-home to reveal that the diet was about conscious living and encouraging people to eat healthily, rather than just chasing the next big fad.

Quaker believes that “There is no miracle cures – eat healthy and use your common sense”. With its brand story at the heart of the campaign it would set out to challenge the negative trend in body consciousness in an entertaining and irreverent tone of voice.

Execution

Knowing that being online and having credible buzz around a product was the key to attracting its audience, OMD recruited key ambassadors to promote the Diet and seeded 10 fake diet videos on blogs and forums. The videos consisted of two energetic people in gym gear discussing the diet and explaining the berry in an infomercial style. This included an introduction and demonstrations of the related products such as a Hibernation patch that works while you sleep, by inserting the berries into your nose, and personal favourite the Belly-berries patch for everyday use.

The content was seeded onto sites that contained news about health, fitness and lifestyle; OMD bought premium placements in trustworthy environments. Four Bloggers wrote 10 editorials about their experiences and expectations of the Grizzly Berries. #Yellowstone on Twitter would be track the chatter about the diet. All this was over five weeks alongside the bought placements.

The agency also rolled out budget display placements and cryptic search ads, to mirror the massive amount of ridiculous advertising for getting abs and losing weight in minutes in “untrustworthy environments” to also achieve a cheap TV-shop-feel in several contexts.

As the campaign got more and more ridiculous, OMD finally rolled out on all digital platforms, the BeOn network; Twitter, blogs, display, RTB, GDN, Search, YouTube and Facebook with a reveal, that it was all a part of a campaign highlighting bad diets and that the focus should be on healthy living and breakfasts, with Havrecrunch.

Results

“It’s the fake diet you don’t want to miss!” Havrecrunch delivered on its brand story and message that there is no miracle cure, just simply to eat healthy and use your common sense.

Awareness during the campaign increased the sales index to 334. While the buzz and chatter around the fake diet went crazy throughout the campaign on blogs, Twitter, Facebook and YouTube, with comments such as: “This is great, where can I get it” to “This is the funniest parody of diet advertising ever seen.

After two weeks of advertising, Quaker Oats had + 27,000 visitors on the website, and + 50,000 views on YouTube, generating approximately +200,000 views spread over 10 videos. Phase 1 achieved an aggregated viewing time of 4,215 hours, equivalent to over 201 days of video consumption. Facebook reached a total of +70,000,000 impressions, while Twitter reached 216,000 impressions and 17,176 engagements, which meant a stunning 7.92% engagement rate.

A highlight of the campaign was an official invitation to have a stand at the 2014 Health and Beauty Conference, where Havrecrunch was invited to demonstrate the Grizzly Berries.

BRAND:

Havrecrunch

BRAND OWNER:

Quaker Oats

CATEGORY:

Food

REGION:

Denmark

Sweden

DATE:

February - May 2014

AGENCY:

OMD

MEDIA CHANNEL:

Online,Out-of-Home,PR,Print

Cxense | Cxense boosts hyperlocal targeting capabilities

Insight

Widespread use of centralised web traffic hubs in the Nordic region has traditionally limited the value of advertising geotargeting technologies in the area. Leading ad serving technology provider, Cxense, is now breaking the mould, using an IP geotargeting solution from Digital Element to improve granularity by over 110% and eliminate holes in coverage – resulting in significantly higher revenues for its customers’ ad campaigns.

Online geotargeting in the Nordic region is notoriously difficult due to the common practice of Internet Service Providers (ISPs) routing large numbers of IP addresses through centralised hubs, a practice known as ‘backhauling’. Unsophisticated geolocation methodologies can be misled by this practice, resulting in a disproportionate number of IP address locations being incorrectly geolocated to a centralised hub, rather than the location where the device actually connects to the publicly-routable internet.

For Cxense, ad serving technology provider, the issue of tracing an IP address back from the centralised hub to the ISP end-point was not completely resolved with their previous IP geolocation provider. Cxense, which handles more than 45 billion ad impressions per month, recognised that, with improved data granularity and city-level accuracy, it could serve more relevant ads and generate higher Click-Through Rates (CTRs) and revenue for its advertising clients.

Strategy

After an extensive evaluation process of several IP geolocation solutions, Cxense chose Digital Element’s NetAcuity Edge technology for its hyperlocal targeting capabilities.

Execution

By integrating the NetAcuity Edge technology into its ad serving platform, Cxense is able to address the challenges associated with online ad geotargeting in the Nordics. While less sophisticated IP targeting techniques rely on routing infrastructure analysis and are degraded by backhauled traffic, NetAcuity Edge combines traditional infrastructure analysis with anonymous insight gleaned from a network of global commercial partners to provide a more granular and accurate response at a hyperlocal level (city and postcode), while still maintaining user anonymity and complying with the highest standards of end-user privacy. Now publishers, using EmediateAd from the Cxense Advertising suite, can assure its advertisers that it is utilising the most accurate and granular hyperlocal dataset available and that their ads are reaching users in the right geographic locations throughout the entire Nordic region and beyond.

Results

By deploying Digital Element’s IP geolocation technology, Cxense’s local advertising capabilities have become significantly more precise, and the company now delivers the Nordic region’s most granular and accurate geotargeted ads. With a rate of 100% country-level accuracy, 98% region-level accuracy and 97% city-level accuracy, Cxense’s geotargeting solution delivers fewer blank spots, more impressions, higher CTRs and, ultimately, increased revenues for its customers’ ad campaigns.

To measure the success of the deployment, Cxense compared before and after geotargeting data* across four different countries – Denmark, Sweden, Norway and Finland – with staggering results: 

Denmark:
- Average increase in cities identified: 114%
- Average decrease in ad impressions served to visitors in unknown locations: 99.6%
- Average decrease in inventory delivered to unknown locations: 99.3%

Sweden:
- Average increase in cities identified: 146%
- Average decrease in ad impressions served to visitors in unknown locations: 99.1%
- Average decrease in inventory delivered to unknown locations: 99.9%

Norway:
- Average increase in cities identified: 131%
- Average decrease in ad impressions served to visitors in unknown locations: 98.1%
- Average decrease in inventory delivered to unknown locations: 97%

Finland:
- Average increase in cities identified: 157%
- Average decrease in ad impressions served to visitors in unknown locations: 97.8%
- Average decrease in inventory delivered to unknown locations: 97.6%

Percentage change in geotargeting data accuracy by country

By deploying Digital Element’s NetAcuity Edge geotargeting technology within its leading-edge advertising platform, Cxense is charting new ground for the future of successful advertising campaigns across the Nordics.   

BRAND:

Cxense

CATEGORY:

Internet

REGION:

Norway

DATE:

1

MEDIA CHANNEL:

Online