| Title | ASK NORDEA LIVE |
| Brand | NORDEA SWEDEN |
| Product/Service | BANK/FINANCE |
| Category |
A04. Original User-generated Content |
|
Entrant Company
|
DDB STOCKHOLM, SWEDEN
|
|
Contributing Company
|
DDB STOCKHOLM, SWEDEN
|
|
Contributing Company 2
|
OTW Stockholm, SWEDEN
|
|
Contributing Company 3
|
MINNESOTA COMMUNICATION Stockholm, SWEDEN
|
|
Media Agency
|
PHD Stockholm, SWEDEN
|
Credits
| Niklas Johansson |
Ddb Stockholm |
Art Director |
| Christer Klinth |
Ddb Stockholm |
Copywriter |
| Katarina Bäcklund |
Ddb Stockholm |
Account Manager |
| Peter Grönlund |
Ddb Stockholm |
Account Director |
| Leif Blondell |
Ddb Stockholm |
Graphic Designer |
| Michael Lokner |
Ddb Stockholm |
Technical Director |
| Anna Johansson |
Ddb Stockholm |
UX Designer |
| Jojo Brännström |
Ddb Stockholm |
Digital Director |
| Ann Rubin |
Ddb Stockholm |
Motion Graphic Designer |
| Magnus Svensson |
Ddb Stockholm |
Digital Account Director |
| Pelle Josephson |
Ddb Stockholm |
Business Director |
| Gustav Vidlund |
OTW Communication AB |
Producer |
| Helena Lindblad |
OTW Communication AB |
Account Manager |
| Philippa Magnusson |
OTW Communication AB |
Account Director |
| Radnahad Nozhan |
OTW Communication AB |
Editor |
| Håkan Löfgren |
Phd Sweden |
Account Director |
| Sofia Sahlman |
Phd Sweden |
Account Manager |
| Andreas Johansson |
Phd Sverige |
Digital Account Manager |
| Anette Moreau |
Minnesota Communication AB |
Account Director |
| Therese Litzén |
Nordea Sweden |
Senior Marketing Partner/Client |
The Campaign
Challenge and Strategy:
People always have questions about their finances. The major issues emerge in special life situations where a bank’s traditional product campaigns often lack relevance. For example, there is not often a match between a bank’s mortgage campaign and a person’s mortgage business. This challenge laid the foundation for a long term content-marketing strategy where the Nordea bank shares its knowledge with customers, on their terms. We call this concept “Ask Nordea”.
Execution:
The launch of the concept was made through a live broadcast event: “Ask Nordea Live”, with the purpose to give answers to as many financial questions as possible. Broadcasted 8 hours per day during 3 days over the Internet and native TV-channels in Sweden.
Before the event we gathered facts and questions via social media, on line polls, interviews on the street as well as in cooperation with Google. This material was compiled by our editorial team and relevant guests and experts were invited to the live event.
A 200 square meters large studio was then built in the middle of Stockholm Central Station, which in a typical day is visited by 250,000 people. A major media effort was made to attract both visitors to the event as well as viewers to the live webcast via banners on all the major news-sites in Sweden. For three days, with three themes, experts gave answers to people's questions.
During the three days over 60 content videos based on questions and answers were produced. These 60+ content videos were made searchable and published on You Tube together with previously produced Q&A videos. The content-films were also exposed in relevant bought media during a three weeks period after the live event.
A survey conducted afterwards that Nordea Bank has strengthened its position as an "advisory bank"
Other results:
- Over 70% had understood our message (Benchmark 50%).
- 38,000 clicks to Nordea.se (+ 90% cf. benchmark)
- CTR 2.4 (+ 194% Cf benchmark)
- Gained the the no 1 spot of amounted Twitter followers in banking sector
- over 3200 interactions with live streaming
- Nearly 8 million started Nordea live-streaming content.
- Over 10,000 interactions on social media
The Bank & Finance sector in Sweden is currently closing offices and shield themselves from clients. The transperancy factor in banking business is also lower compared to other industries. Our insight was that people always have questions about their finances. The major issues emerge in special life situations where a bank’s traditional product campaigns often lack relevance. For example, there is not often a match between a bank’s mortgage campaign and a person’s mortgage business. This challenge laid the foundation for a long term content-marketing strategy where the Nordea bank shares its knowledge with customers, on their terms. We call this concept “Ask Nordea”.