| Title | TRY THE SIMPLE LIFE |
| Brand | LANDKREDITT BANK |
| Product/Service | LANDKREDITT BANK |
| Category |
B04. Use of Digital Content |
|
Entrant Company
|
HYPER Oslo, NORWAY
|
|
Advertising Agency
|
HYPER Oslo, NORWAY
|
|
Media Agency
|
KO&CO Oslo, NORWAY
|
|
Production Company
|
EPINOVA Oslo, NORWAY
|
Credits
| Fred Hauge |
Hyper |
Advisor |
| Ingeborg Justnes |
Hyper |
Project Manager |
| Ola Nielsen |
Hyper |
Copywriter |
| Kristian Haukland |
Hyper |
Art Director |
| Gro Larsson |
Hyper |
Social Media |
| Atle Mo |
Hyper |
Designer |
| Johannes Gorset |
Hyper |
Developer |
| Sindre Moen |
Hyper |
Developer |
| Bjørn Stuedal |
|
Photographer |
| Martin Pira |
JCPr |
Advisor PR |
| Rikke Voll |
JCPr |
Advisor PR |
| Mari Gregersen |
Ko/Co |
Advisor Media |
| Ralf Jørgensen |
Epinova |
Developer |
Brief Explanation
Landkreditt Bank main expertise is loans, agricultural real-estate and products to farmers. Now they wanted presence in a market where they had 1% brand awareness, who where dominated by big players and huge budgets. In the same market the most popular search-word on real-estate sites was ‘Smallholding’.
Based on this insights we spend the entire market budget on a smallholding and turned Landkreditt banks roots into their biggest strength.
Results and Effectiveness
The project generated media coverage for three times the size of 2014’s marketing budget.
It was talked about on Norway's two largest TV-channels and in countless newspapers. By the end of the project our Facebook-page had more than twice as many followers as the banks own.
The bank had 20000 new visitors to their websites and the Smallholding was sold for 40% more than what it was bought for. Something that nearly making the whole campaign profitable on its own.
Creative Execution
When you battle against Goliath, you have to think different to get attention. Instead of buying placement in the usual media channels, we bought a smallholding and turn it into a media channel.
We gave the smallholding social media profiles, it's own booking system and the house-keys to 22 different families. The residents pay in social currency by sharing everything the simpler life can offer. The result was a really slow reality show, that both the target group and the Norwegian press loved.
Insights, Strategy and the Idea
Landkreditt Bank is a bank with 1% brand awareness, but one out of four Norwegians dream of a Smallholding. To give them a taste of the dream, we bought a smallholding, created a booking system, and rented it out for free so people could experience life in the countryside.
The recidents pays in social currency by share everything the simpler life can offer. At the same time it gave the bank the opportunity to share their knowledge about farm properties, and creating content worth reading to the people interested in living on smallholdings.