Swedbank Promo, Case study SOMEWHERE IN LIFE by TRE VANNER PRODUKTION, Tempel

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Industry Banking
Media Promo & PR, Case study
Market Sweden
Agency Tempel
Director Alain Darborg
Art Director Cg Neuman, Benjamin Holfve
Copywriter Carin Lindewall
Producer Johan Hedman
Released August 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: SWEDBANK
Agency: TEMPEL
Date of First Appearance: Aug 20 2009 12:00AM
Entrant Company: TEMPEL, Stockholm, SWEDEN
Entry URL: http://competition.starring.se/swedbank/nagonstansilivet
Scriptwriter: Anders Tempelman (Tempel)
Scriptwriter: Tomas Tivemark (Tre Vänner)
Account Manager: Tom Wendels (Tempel)
Account Manager: Jonas Fors (Tre Vänner)
Director: Alain Darborg (Tre Vänner)
Producer: Johan Hedman (Tre Vänner)
Account Director: Pernille Nylén Janze (Tempel)
Line Producer: Nicklas Wikström (Tre Vänner)
Account Manager: Jonas Hedegard (Syrup Stockholm)
Account Director: Maria Segevret (Syrup Stockholm)
Art Director: Benjamin Holfve (Syrup Stockholm)
Art Director: CG Neuman (Syrup Stockholm)
Copywriter: Carin Lindewall (Syrup Stockholm)
Technical Project Manager: Johan Grünweld (Syrup Stockholm)
Flash Developer: Ida Lindstrand (Syrup Stockholm)
Head of Marketing: Anki Ahrnell (Swedbank)
Chief Marketing: Lotta Lovén (Swedbank)
Manager Sales Development: Johan Bryngelson (Swedbank)
Media placement: Internet - Swedbanks on website - 20 august 2009

Results and Effectiveness
Over 550,000 people watched the series, more than twice as many viewers as aimed for! The average spent time on the website went from normally less than 2 minutes - up to 8-14 minutes. A survey on the viewers understanding of, and attitude to, the series was extremely satisfactory: All messages were understood - and the liking was far better compared to that of ordinary advertising. A follow-up of the web comedy is now being produced.

Creative Execution
Instead of spending large amounts on space in traditional media, content for Swedbank’s own website was developed. A web comedy series about three families, offering a little moment of entertainment - and a means to point at those economical situations in life when the bank can be of great help. The release of new episodes of the series coincided with the general payday for employees in Sweden. And, consequently, Swedbank became a media company - and its website an entertainment channel.

Insights, Strategy & the Idea
In the financially turbulent year of 2009, Swedbank needed a different angle on communication to inspire its customers to contact the bank for tips and advice regarding personal finances. First; the main focus had to be on existing customers, instead of making efforts in trying to recruit new ones. Second; the bank's own website offered a natural opportunity for the dialogue. Especially since a major part of the customers visit the website every month to pay bills and handle bank errands.