Advertiser: SPARDA-BANK WEST EG
Agency: INSGLüCK GESELLSCHAFT FüR MARKENINSZENIERUNG
Category: Viral Film
Client Brief Or Objective
Sparda Bank West, a high-performing private bank in North Rhine-Westphalia, Germany, has been BVB Borussia Dortmund 09's Champion Partner since 2006.Again it is the agency's task to develop a concept for the Bank´s engagement with BVB. Every year new activities and events are to be developed that will further increase the Bank´s name recognition levels by hitting home with BVB fans.Goals include winning new customers for the bank´s 'SparCard', which is in-keeping with the BVB club colours –black and yellow. The bank also hopes to add a number of new fans to the black-and-yellow cards' Facebook page.
Implementation
With actions and contests live at the stadium, in fan bars, around Sparda Bank branches and on Facebook & Co. BVB-Fans secure themselves a trip to a BVB away game with 'The black-and-yellow Fan Van'.Two promotional mechanisms are developed to obtain a ticket for a trip in the lovingly restored VW T2. They complement one another perfectly. Alone the noise of 'the yeller promotion' helps it capture a great deal of attention. The mobile iPad game reaches fans who don't pass by the stationary promotion. Consequently, before a game begins everything centres on the black-and-yellow Fan Van from Sparda Bank.
Outcome
Demand for spots in the Fan Van skyrockets. Several hundred thousand fans took part in the contests and football pools over the course of the year. The van achieved cult status. The ultimate accolades for the van: BVB integrated the black and yellow vehicle into their victory parade through Dortmund— with half a million spectators.The bank has decided to use the BVB Fan Van in 2013 as well. Although communication focuses primarily on the Fan Van rather than the bank’s financial products, the bank still sees another significant increase in new contracts over previous years: 25% more new customers.
Relevancy
The Fan Van is central to all campaign-related communication work: live at home games during in-stadium promotions; at promotional events in fan bars on away game days; for promotional work at Sparda Bank branches; on the black-and-yellow cards' website and Facebook page; and through traditional communication formats such as print advertisements and contest flyers. The linking element and central component of all communication is the black-and-yellow cards' Facebook presence. The number of Facebook fans has quadrupled since last year. Click rates on the black-and-yellow cards' website increased dramatically.All the networked activities provide for a sustainable communication and high awareness.