| Title | TRY THE SIMPLE LIFE |
| Brand | LANDKREDITT BANK |
| Product/Service | LANDKREDITT BANK |
| Category |
B03. Use of Social Platform(s) in a Promotional Campaign |
|
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 |
The Brief
Landkreditt Bank had 1 % brand awareness in a market dominated by big players and huge budgets.
In the same market the most popular search word on Norways real-estate sites were ‘Smallholding’. Therefore we spent a years worth of marketing on one, and put it out rent-free on Norways largest real-estate site. The handpicked tenants were families who wanted to put their dream of a simpler life to the test.
Additionally we made it as easy as possible for our tentants to create and post good content on the social platforms our target group already spent time: Facebook and Instagram.
Campaign Success
We started by establishing partnerships with local enterprises to fill the schedule of our tenants. This way we got a lot of free promotion every time they visited or participated in local events.
The promotional plan also included which families were to visit when. All of them were handpicked and their visit thoroughly planned in advance because we knew they could create content that would reach far.
Additionally, the Smallholding was tactically bought, as it resides on the border of three counties: We had three mayors visiting on the opening day. And almost weekly coverage by three local papers.
Describe the success of the promotion with both client and consumer including some quantifiable results
The project generated media coverage for three times the size of 2014’s marketing budget.
It was talked about on Norways two largest TV-channels and in countless local papers. 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 sold for 40% more than what it was bought for, nearly making the whole campaign profitable on its own.
Explain why the method of promotion was most relevant to the product or service
One out of four Norwegians dream of a simpler life on a smallholding, but very few actually live out that dream. It is after all a big investment of time and energy to uproot everything and move far from the city.
We saw an opportunity to let the dreamers put their dream to the test. For a week. Free of charge.
By buying our own smallholding and letting the tenants share snapshots and stories from their simpler life we filled the most relevant social platforms in our target group (Facebook and Instagram) with promotional content for buying a smallholding and Landkreditt Bank: the only bank with that kind of real-estate as an expertise.