| Title | ALAND INDEX INITIATIVE |
| Brand | THE BANK OF ALAND |
| Product/Service | BALTIC SEA PROJECT |
| Category |
A05. Use of Real-time Data |
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Entrant
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RBK COMMUNICATION Stockholm, SWEDEN
|
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Idea Creation
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RBK COMMUNICATION Stockholm, SWEDEN
|
|
PR
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HILL+KNOWLTON STRATEGIES SWEDEN Stockholm, SWEDEN
|
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Additional Company
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LEROY Helsinki, FINLAND
|
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Additional Company 2
|
WINTER Mariehamn, FINLAND
|
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Additional Company 3
|
NOIR Prague, CZECH REPUBLIC
|
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Additional Company 4
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DBY stockholm, SWEDEN
|
Credits
| MATHIAS WIKSTRÖM |
RBK COMMUNICATION |
PARTNER, CEO |
| FREDRIK LINDER |
RBK COMMUNICATION |
PARTNER, COO |
| ERIK LARSSON |
RBK COMMUNICATION |
CREATIVE DIRECTOR |
| JOCKE ENEGREN |
RBK COMMUNICATION |
COPYWRITER |
| JOHANNA LINDBERG |
RBK COMMUNICATION |
ACCOUNT MANAGER |
| LARSA ANÉER |
RBK COMMUNICATION |
GRAPHIC DESIGNER |
| LINDA WOHLFEIL |
RBK COMMUNICATION |
DIGITAL DIRECTOR |
| MONIKA NARS |
LEROY |
CEO |
| RICKARD LINDGREN |
LEROY |
DIGITAL MANAGER |
| JENNY ÅSTRÖM |
HILL+KNOWLTON STRATEGIES |
CEO SWEDEN |
| NILS HOLMLÖV |
HILL+KNOWLTON STRATEGIES |
PR MANAGER |
| MARTIN NABELEK |
NOIR |
PRODUCER |
| MARCUS JOHANSSON |
DBY |
CEO |
| ROBIN MAGNUSSON |
DBY |
MOTION PRODUCER |
| JOHAN PIHL |
Phil Industries |
Creative Director |
The Campaign
•Data insights: We could match exact daily individual consumption behaviour data in with that of leading financial market risk analysis data per company aggregated as risk by category and matching it with the merchant category codes of the payment transaction data providers. As a result the insights leading to the idea would also be the individual insight created per client in real time with the data presented on their Internet bank.
•Innovation: By using individual real-time data to create absolute relevance when bridging the consumers disconnect between cause and effect we give nature a voice at every point of purchase. And by maintaining a solution driven perspective, presenting alternatives to balance the calculated impact, by making the impact count, every month, we could also engage all clients. By making this innovation open to any bank, their clients too can contribute in turning the situation around.
•Originality: We have yet to hear about someone else creating a voice for nature in your wallet with repeated individual relevance by merging complex data with individual behaviour and direct suggestions for independent offset solutions. But as the bank decided to open the index to all banks there can be an alliance of the willing.
The Aland Index was launched in April 2016 and will reach full implementation with the on going exchange of all credit cards in February 2017.
• Data enhanced consumer experience
The pilot has tested with 100 % likeability, thanks to: The relevant access point, internet bank. The automated process, easy usage. The solution oriented approach, offset alternatives.
• Data driven behaviour change
Until we have a full year of data we let WWF speak for the change of behaviour potential.
83 % think it is important or very important to live in a sustainable way
60 % want so see a climate branding/category for financial products to be able to compare
80 % I want to contribute personally to make climate change go below 2 degrees
65 % would change bank if there was a climate smart alternative
87 % wants to see innovative development in environmental tech
• Business impact
Within six months of the launch the Aland Index Initiative has generated:
100 % coverage in Nordic Financial Press
+205 % increase in The Bank of Aland’s Baltic Sea Project Social Media followers
+200,000,000 in earned global media reach
+23 % Baltic Sea Project Account Deposits and Funding
The Aland Index pioneers the way we consumers connect with the impact of our on-going consumption by merging environmental-, financial- and credit card transactions data. The value of individual insights are not only substantiated by data but also enabled by it. Data is truly at heart of the purpose to bridge cause and effect as well as stimulate solution driven actions on individual, local or global level. In the greater picture, for a bank sitting on a group of islands in the middle of the deteriorating Baltic Sea this means the world to them, literally.
• Data gathering: The strategy was to gather live data that was undeniable relevant down to an individual level as well as undeniable correct on an expert level.
• Data interpretation: In order to be trustworthy the interpretation needed to be executed by leading providers in all fields connected. MasterCard as payment transaction data provider. Thomson Reuters and Sustainalytics as financial risk analysis data provider. KPMG as aggregating environmental data per merchant category. The World Bank as independent point of reference for the socioeconomic carbon emission cost. The Bank of Aland as calculating and distributing the encrypted individual data through a secure Internet or Mobile Bank.
• Targeting: The Bank of Aland’s ambition is to provide all clients with on-going automated reports as they are all part of the relationship that presents the potential solution.