Title	IKANO FLAPPY SAVER
Brand	IKANO BANK
Product/Service	SAVINGS PRODUCTS
Category	A05. MOBILE GAMES
Entrant Company	VOLONTAIRE Stockholm, SWEDEN
Advertising Agency	VOLONTAIRE Stockholm, SWEDEN
Media Agency	MEDIACOM Stockholm, SWEDEN
Production Company	23 CRITTERS Stockholm, SWEDEN

Creative Execution

Just before the tax return period, rumors of a new release of Flappy Bird surfaced. During 48 hours, we pre-launched Flappy Saver together with Sweden’s largest gaming community. With a prize of 10 000 SEK this created a word-of-mouth effect from players and their followers. The extremely difficult game (available for iPhone, Android and as a web browser game) made the incentive to share personal high scores in social media big and nurtured organic spread and media attention. The prize – 100 000 SEK in a savings account worked as a motivator for continuous engagement over the 4 week campaign period.

With a goal to position Ikano Bank as a different bank amongst 700 000 young Swedes, the result was overwhelming. In less than 4 weeks the game was played over 1, 52 million times racking up a staggering 154 days of active gameplay and voluntary commitment to a bank product from a crowd with little or no interest in banks. The campaign reached 116 million people worldwide with the predominant message, and also the quote used by Bloomberg, “Banking, IKEA Style”. The sentiment in social media was without exception overwhelmingly positive. The bank received recognition as bank daring to be different worth an estimate of over 3,5 million euros across 21 countries. To top that off the game has been played over 200 000 times after the end of the campaign and the interaction with Ikano Bank lasts until today.

Young Swedes lacks confidence in banks and in anything related to economy. The insight was to talk to young Swedes on their terms, instead of interrupting them with educating messages. Ikano Bank shares founder and corporate values with IKEA and so we wanted to enhance the kinship and position the bank as the ”IKEA bank”, for the many, who makes difficult topics such as economy easier to grasp and talk about. To achieve this we decided to use existing interests and behavior. We created Ikano Flappy Saver – an homage to the immensely popular mobile game Flappy Bird. Just like in real life, players are challenged to avoid saving obstacles like restaurants and shoe stores. We launched just before the tax return period to make young grownups aware of savings. The goal was to makes at least half of Sweden’s 18-29 year olds (700 000) aware of Ikano as a different bank. And to have at least 500 000 played games at the end of the campaign. Through Ikano Flappy Saver, Ikano Bank became relevant to a new younger target audience.