GIRO SEEKS HERO by AM AGENTUR FUR KOMMUNIKATION for DEUTSCHE SPARKASSEN- UND GIROVERBAND

GIRO SEEKS HERO

Pin to Collection
Add a note
Industry Banking & Financial Services
Media Print, Magazine & Newspaper
Market Germany
Agency AM AGENTUR FUR KOMMUNIKATION
Released June 2012

Awards

Cannes Lions 2012
Media Lions Financial Products & Services Bronze

Credits & Description

Type of entry: Product & Service
Category: Financial Products & Services
Advertiser: DEUTSCHE SPARKASSEN- UND GIROVERBAND
Product/Service: SPARKASSEN-GIROKONTO
Agency: AM AGENTUR FUR KOMMUNIKATION Stuttgart, GERMANY
Advertiser DEUTSCHE SPARKASSEN- UND GIROVERBAND
Product SPARKASSEN-GIROKONTO
Entrant AM AGENTUR FUR KOMMUNIKATION Stuttgart, GERMANY
Type of Entry: Product & Service
Category: Financial Products & Services
Title: GIRO SEEKS HERO
Advertiser/Client: DEUTSCHE SPARKASSEN- UND GIROVERBAND
Product/Service: SPARKASSEN-GIROKONTO
Entrant Company: AM AGENTUR FUR KOMMUNIKATION Stuttgart, GERMANY
DM/Advertising Agency: JUNG von MATT Hamburg, GERMANY
Media Agency: MPG Frankfurt, GERMANY



Results


Klaas knocked out Joko, but Sparkassen emerged as the winner of “Giro sucht Hero.”
39% spontaneous ad recall vs closest competitor (13% V+R Banken and 10% ING)
+75% recall for its Giro offers
+21% desire for Giro account (45% vs V+R 22% and ING 5%)


+8% leader bank
+5% modern/innovative
+9% fairly priced
+9% has good conditions

Biggest brand Facebook page amongst German financial brands
Facebook page ranks #10 worldwide among financial pages
+135,000 Facebook-fans, 441,000 visits, and 25,500 comments 823,406 votes
1.9M battle video views
3.3M overall online visits
Up to +60% Sparkasse app downloads



Creative Execution


The battles were on!
1) The pair casted musicians to recreate the best Sparkassen theme-song and shake up the brand´s safe style.
2) Strapped into rally cars with pro-drivers racing 150 km/h, they used the bank´s locator app to deliver a cake to a Sparkassen customer
3) Competing to convert football fanatics with a cash prize transferred via the bank´s mobile app, they narrowly escape angry fans
4) On holidays, the pair used Sparkassen´s credit card to take hideous revenge on each other
5) Participating “incognito” in a Sparkassen research group, the two sparred with words then with fists to be number one
The battles were showcased online at https://www.giro-sucht-hero.de and Sparkassen´s Youtube channel. Ads on TV, print, online and mobile announced each battle, drove viewership/traffic and spurred voting on Facebook. For every “like”, Sparkassen donated 1€ to “junge Helden” (young heroes), a charitable cause close to young people´s hearts.




Sparkassen, the German banking group with the largest customer base, generally charges fees for savings accounts(giro) despite free offers flooding the market, costing them traction with young people.
What’s worse, banking isn’t a sexy topic for young people, with low attention to offers and benefits messaging.
To generate brand salience, most banks focus on sports endorsement as 55% of consumers say it makes a brand standout.
For youngsters, there’s room for celebrity endorsements alongside serious matters (money), yet only 16% like celebrities promoting brands, viewing stardom as far removed from their reality.
Since young people can’t spend money like there’s no tomorrow, we helped them enjoy tomorrow without spending money: having fun with the perfect ambassadors for their generation.

We challenged Joko and Klaas, popular MTV comedians, to the ultimate battle “Giro sucht Hero” (Giro Casts a Hero) to become Sparkassen´s next ambassador and provide product testimonials to young people.