BAVARIA'S LARGEST TOAD MIGRATION by FFE Media Medienmarketing for Raiffeisen Bank

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BAVARIA'S LARGEST TOAD MIGRATION

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Industry Banking & Financial Services
Media Promo & PR
Market Germany
Agency FFE Media Medienmarketing
Art Director Florian Schwarz
Designer Corinna Zierep
Released December 2010

Credits & Description

Category: Financial Products & Servcies
Advertiser: ROTTALER RAIFFEISENBANK
Product/Service: CREDIT UNION
Agency: FFE MEDIA MEDIENMARKETING
Date of First Appearance: Jan 1 2011
Entrant Company: FFE MEDIA MEDIENMARKETING, Berlin, GERMANY
Art Director: Florian Schwarz (FFE Media)
Sales Coach: Florian Schwarzbauer (Rottaler Raiffeisenbank)
CRM: Patrick Böse (FFE Media)
Designer: Corinna Zierep (FFE Media)
Media placement: Mailing / Postcard - Mailing In The City Of Pocking - 01/03/2011
Media placement: Street Promotion - In Front Of Competitors Or Near Intersections - 01/08/2011

Describe the objective of the promotion.
Rottaler Raiffeisenbank, a small Bavarian credit union in the southernmost part of the country, is faced with a challenging competition for clients in a relatively small, very rural and traditional area.

The objective was to promote a new financial consulting service, where the bank tells its customer's how to collect up to 10,000 € in federal benefits.

In Germany banknotes are colloquially called toads. So we called the consulting service "The 10,000 Toads Lead" and introduced our brand ambassador Karlchen, a sympathetic toad in traditional Bavarian costume. He also served as our key visual for the upcoming "Bavaria's largest Toad Migration".

Describe how the promotion developed from concept to implementation.
Due to the great distance between bank and agency, the concept was developed over the phone and internet. The bank's sales coach then pitched it to the board of directors, who approved after quite some hesitation.

Shortly after, citizens of Pocking received a postcard promoting the upcoming Toad Migration, inviting them to the "10,000-Toads-Lead".

Our street team dressed up in toad costumes and started the actual "Toad Migration". They marched to the bank‘s competitors and invited their clients to join the migration and change to Rottaler Raiffeisenbank. They also positioned themselves next to big intersections to hand out further postcards.

Explain why the method of promotion was most relevant to the product or service.
The introduction of our brand ambassador Karlchen was necessary to give the quite unemotional product a sympathetic face. It was also used to show that the bank had fresh ideas and was not as old-school and boring as some may have thought before - yet doesn't deny its roots as well (i.e. traditional costume).

We implemented the mailing, to guarantee spreading our message to all the citizens of Pocking and their families.

The street promotion was used as an unconventional and highly noted reminder. It also underlined the bank's interactive and modern image.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Right after receiving the postcard, the bank's sales coach received dozens of phone-calls from interested clients and soon-to-be ones. The street promotion triggered even more interest for the promoted service. The bank increased its appointments for the new consulting service within its existing clients and was able to gain several new customers.
As a side-effect, several people took pictures and videos of our "Toad Migration" to put them up on YouTube and Facebook, to discuss them with their friends. Also, the local media covered the campaign.