Title	ADVISORY CAMPAIGN: TOMORROW CAME YESTERDAY
Brand	SEB BANK
Product/Service	FINANCIAL SERVICES
Media Agency	MINDSHARE Vilnius, LITHUANIA
Production Company	TV PLAY Vilnius, LITHUANIA
Entrant Company	VIESUJU RYSIU PARTNERIAI VILNIUS, LITHUANIA

Name	Company	Position
Mykolas Katkus	VRP Hill/Knowlton Strategies	Chairman of the board
Lina Šliogerienė	VRP Hill/Knowlton Strategies	Director for Communication 360
Mindaugas Ardišauskas	VRP Hill/Knowlton strategies	Managing Director
Aidas Puklevičius	VRP Hill/Knowlton Strategies	Creative director
Justas Nenėnas	VRP Hill/Knowlton Strategies	Specialist for strategy
Gabija Karpavičiūtė	VRP Hill/Knowlton Strategies	Project Manager
Egle Mikalainienė	VRP Hill/Knowlton Strategies	Project Manager
Karl Multer	SEB bank Estonia	Director of Marketing and Communications of pan Baltic
Silver Vohu	SEB bank Estonia	Head of communications and marketing
Liudas Rimkus	SEB bank Lithuania	Head of marketing
Modris Atpils	SEB bank Latvia	Head of marketing
Antanas Bartusevičius	SEB bank Lithuania	Head of investment products
Simas Bačiulis	Adell Taivas Ogilvy	Account director
Linas Paulikas	Mindshare Baltics	Client Leadership/Business Development Director
Laurynas Šeškus	TV play	Head of production company
Valdonė Ovadnevienė	TV play	Producer

Brief Explanation

The main insight, which ignited the campaign, was that people lack financial knowledge and SEB can be seen as a trusted advisor – the one which provides solutions and offers free financial consultations. The goal of communications was to create the need for thinking about one’s future. To do so, documentary drama and its premier on TV was chosen as the most compelling and wide-reaching way to encourage people to think about the future. Before premier, radio podcasts were aired and PR buzz conducted to promote the topic. Straight after the film the link between topic about future and SEB was established (marketing and business goal). This was done by media planning and advertising agencies via digital solutions and TV ads. Throughout the campaign it has been aimed to use SEB own digital channels extensively. Positioning of SEB as a trusted advisor, which encourages to think about future, continues.

The Campaign

As people lack financial literacy skills in all three Baltic States, and trust in banks decreases, the goal of SEB bank was to establish and strengthen its image as a trusted advisor. To do so, we firstly initiated the topic why it is important to think about future (almost invisible link with SEB) by internal communication, radio podcasts, articles in the media and documentary drama aired on national TV channels. Then a post-documentary stage, including TV and digital parts followed (executed primarily by media planning and advertising agencies), inviting people to learn how to think about the future (link with SEB and direct promotion of free financial consultations). Throughout the campaign we aimed to use SEB internal online channels – infohub, Facebook and Youtube. Campaign reached a significant part of target group. Also, survey showed that documentary – key instrument of campaign – encouraged people to think about their future.

Creative Execution

Campaign was launched internally by creating and presenting White Paper outlining bank and external experts’ predictions of the world in 30 years. Afterwards, SEB designed Readiness for Retirement Index which results were communicated in the media. Radio podcasts were broadcasted (Lithuania), in which SEB expert interviewed famous people on a national radio. For podcasts promotion, separate website and content project with a leading news portal were made. Three versions of documentary drama were produced featuring local experts and aired on major TV channels. For documentary promotion TV trailers and media relations were instrumental, as well as news integration in Lithuania by aging news presenter. Connection between documentary and SEB was ensured after film via TV advertisements, news portals projects and SEB landing pages (implemented by media planning and advertising agencies). For real feel, participants of conference LOGIN 2015 in Lithuania received their aged pictures. SEB online channels ¬were used extensively.

All parts of campaign ¬– before, after the documentary and the film itself ¬– were successful. At least 10k listeners listened to each radio podcasts. RRI communication in the media in Lithuania only reached more than 1,1 mm contacts. According to representative survey, documentary drama encouraged the viewers to think about the future: 83 % (Lithuania), 70% (Latvia), 38% (Estonia) and to plan finances: 35% (Lithuania), 30% (Latvia), 54% (Estonia). Moreover, the film was well-rated among its viewers: Lithuanians gave 7,5, Latvians 6,9 and Estonians 5,1 points out of 10. Ratings of the film were 5,8 GRP (Lithuania), 2,9 GRP (Latvia) and 2,4 GRP (Estonia). In general TV campaign (trailers, documentary, ads) reach was 75,2% (Lithuania), 76,1% (Latva), 85,3% (Estonia) of all audience. Digital campaign, run by media planning agencies, reached 1,2 mm (Lithuania), 627 k (Latvia), 15 k (Estonia) unique users.