Title	IKANO FLAPPY SAVER
Brand	IKANO BANK
Product/Service	SAVINGS PRODUCTS
Category	B05. FINANCIAL SERVICES, COMMERCIAL PUBLIC SERVICES, BUSINESS PRODUCTS & SERVICES
Entrant Company	VOLONTAIRE Stockholm, SWEDEN
Advertising Agency	VOLONTAIRE Stockholm, SWEDEN
Media Agency	MEDIACOM Stockholm, SWEDEN
Production Company	23 CRITTERS Stockholm, SWEDEN

Results and Effectiveness

In just 4 weeks the game was played over 1,5 million times and a hard impressed target audience had dedicated over 154 days with a bank product. Media reach is 116 million people worldwide and the bank received recognition worth over 32 MSEK (€3,5 millions) in 21 countries as an innovative and laid back bank. Or as media called us: ”Banking IKEA style”. To top that off the game has been played over 130 000 times after the end of the campaign and the interaction with Ikano Bank lasts until today.

Creative Execution

The media team decided to spend the media budget on a competition with a respectable prize sum of 100 000 SEK. The player with the highest score by the end of the campaign period got a brand new Ikano Bank savings account filled with the prize. In an exclusive pre-competition during 48 hours together with Gamereactor, the largest gaming community in Sweden, players had the chance to win 10 000 SEK. The pre-launch created a word-of-mouth effect from individual players and their followers. The game was available as a mobile app for iPhone and Android devices and as a web browser game. The extremely difficult game made the incentives to share personal high scores in social media big and nurtured organic spread. The result of this was that the only media buy for the entire campaign was mobile and Facebook ads for 545 286 SEK (€59,374).

Insights, Strategy and the Idea

Ikano Bank shares both founder and corporate values with IKEA. We wanted to position the bank as the ”IKEA bank”, for the many, who makes difficult topics such as economy easier to talk about. The target audience, young swedes, see banks as complicated, boring and stiff. They have lack of confidence in economy and low interest in gaining more knowledge and understanding. The insight was to talk to young swedes on their terms, instead of interrupting them with educating messages. Therefore we created Ikano Flappy Saver, an homage to the immensely popular mobile game Flappy Bird. Just like in real life, the game is extremely difficult, and players are challenged to avoid saving obstacles like restaurants and shoe stores. We launched just before the tax return to remind young swedes to start a savings account. Through Ikano Flappy Saver, Ikano Bank became relevant to a new younger target audience.