Category: Best Localised Campaign
Advertiser: SPAREBANK 1
Product/Service: SPAREBANK 1
Agency: KITCHEN LEO BURNETT
Media Agency: RED MEDIA, Oslo, NORWAY
Art Director: Per Erik Jarl (Kitchen)
Copywriter: Christian Hygen (Kitchen)
Designer: Håkon Stenhsolt (Kitchen)
Account Director: Rune Roalsvig (Kitchen)
Account Manager: Ester Conings Vanvik (Kitchen)
Planner: Sten Bråthen (Kitchen)
Marketing Director: Tora Mellbye (Sparebank 1)
Media placement: Print ad - magazine and Newspaper - 17/10
Insights, Strategy & the Idea
Conquer the postition as the most local amongst national banks in Norway.
Families with children. Its very common that parents take an active part in the local club, or society that they´re children is a part of. This makes them very proud and patriotic of the society they are part of and a contributor to.
Since we have 350 offices in Norway. Why not act like we are a local bank - even though we are one of the biggest banks in Norway?
The client has 350 offices in Norway and each office has its own local target group. If SpareBank 1 could prove that they are the best local choice - it makes the job easier for the local office and a benefit for the target audience.
Creative Execution
We searched small communities for local arrangements and happenings that soon where about to take place. Arrangements that usually are promoted on noticeboards in the local store.
Then we developed print ads that presented each happening in relevant executions.
We bought the most visible media surfaces in Norway: spreadsheets in the three biggest national papers. The gigantic format and the tiny local happening made a remarkable contrast.
Results and Effectiveness
-All the local events that were promoted were sold out and brought up as ”today´s topic” in the local press.
-In each community, the local SpareBank 1 office experienced a lot of goodwill both from local business, local clubs and associations. In addition to much positive press coverage
-The campaign was not only very well liked, but also changed the perception of SpareBank 1 in a remarkable positive direction. Being associated to having a strong local involvement increased 20% with the campaign.
-After the campaign, SpareBank 1 were ranked as the “most local and close bank” in Norway.