DRIVEN BY SOMETHING by Heimat for Raiffeisen Bank

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DRIVEN BY SOMETHING

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Industry Banking, Banking & Financial Services
Media Promo & PR, Case study
Market Germany
Agency Heimat
Released May 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: VOLKSBANKEN RAIFFEISENBANKEN
Product/Service: COOPERATIVE BANK
Agency: HEIMAT
Date of First Appearance: May 4 2009 12:00AM
Entrant Company: HEIMAT, Berlin, GERMANY
Entry URL: http://www.was-uns-antreibt.de/
: (HEIMAT, Berlin)
: (Trigger Happy Productions)
: (Fried Onions)
: (Center Werbung)
Media placement: Premiere/ Cinema Release - Cinema - 20.07.2009
Media placement: Rental DVD - DVD rental stores - 10.09.2009
Media placement: Web - Website - 09.05.2009
Media placement: TVCs - SAT1, ARD, DMAX ect - 13.07.2009
Media placement: TV Premiere - TELE 5 - 13.12.2009
Media placement: Outdoor projections - Berlin - 12.10.2009

Results and Effectiveness
With 15.000 film downloads so far, nearly 1800 written and visualised responses on the website the public response was far beyond expectations. On December 13, the film will be shown in its entirety on the free TV station TELE 5 The campaign made the Volksbank Raiffeisenbank absolutely stand out from the competitors. The clear image of a people's bank arouse enormous interest in the general public. According to polls popularity of the Volksbank Raiffeisenbank grew by 36% shortly after the start of the campaign.

Creative Execution
The creative strategy was based on a 50-minute documentary named Drang which means DRIVE. This film was subsequently marketed as a motion picture avoiding the classic media channels. After its run in cinemas, the film was released as a DVD for purchase or rent and aired on TV in december 2009. It premiered July 20, 2009 in front of 700 guests who attended the event right in the middle of Berlin. Various filmmakers chronicled nine very different people in highly emotional and empathetic portraits. Taken together, the documentaries provide a representative average of every German social, financial and educational stratum. The subjects of the portraits range from a master butcher who emigrated to Rwanda to legendary football manager Dettmar Cramer. The entire set of portraits was available for viewing and comments on a website. The website linked the documentary experiment back to the traditional core promise of the cooperative bank.

Insights, Strategy & the Idea
Spring 2009. The financial crisis is at its peak and the population's faith in banks is near zero. Not a good time for bank communications. All classic ways of advertising were useless. So the campaign by the cooperative Volksbank Raiffeisenbank took advantage of the fact that they are a people's bank: owned by their members, dedicated to the individual. And so turned the classic bank scheme (We are the greatest) around and centered on the question of what drives people and what their needs are as a result. And of course the media had to find/ create a credible channel to get the core of the brand across.