| Title | ALAND INDEX INITIATIVE |
| Brand | THE BANK OF ALAND |
| Product/Service | BALTIC SEA PROJECT |
| Category |
F02. Well-being, Environmental Impact & Solution |
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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
|
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
The fundamental insight was that most people want to do their part but it needs to be a reminder, individually relevant and super easy. The idea was to design a bank card as a vehicle for change, communicating the cause, and add a data driven index for individual consumptions environmental impact. We combined design to stand out with data to dig in and made your impact obvious at every POS, every day. The design of the card needed to be cause driven with all commercial attributed sent to the back. It also needed to be designed in a way the made it appear different in order to also position its user, with cause being the new prestige.
Creative Execution
• Design elements: As a symbol for the bank and its initiative, The Baltic Sea Project, all elements in line with the cause “I support a clean Baltic Sea” was put on the front of the card. All other logos were brought to the back.
• Materials/design: We researched a new degradable BIO-sourced card-material instead of plastic. To enhance the difference and ecological feel we also made the card matt. We wanted a statement in line with the ambition to save the Baltic Sea as well as a clear connect to The Baltic Sea Project.
• Design/development/process: Swift and in close collaboration with the bank as well as card company. Testing in Europe and USA was made prior to roll out. Naturally a bank card is very limited to how it is designed in regard of function.
• Scale: All clients will receive this card, replacing previous cards and colour/status.
Indication of how successful the outcome was in the market
• The first 15,000 out of 90.000 cards has been distributed in Finland and Åland.
Within six months of the launch The Baltic Sea Project Card & 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 Stockholm School of Economics has published a case study on it as mandatory in all education, first use was moderated by Per Bolund, Swedish Minister of Financial Markets and Consumption.
• Niklas Zennström and his organisation has teamed up with the initiative
• Consumers outside the bank is making requests to get the card too
The deliverables and their effect has stunned us. The banks of the world are invited to join.
• Relevance: To substantiate positioning and brand values (responsible, ambitious & personal) and engage clients as ambassadors for change, we created a new way to interact with their clients by designing a new card with unique functions and features. Given the banks position in the middle of the Baltic Sea there was also relevance in its origin, a corner stone in all of the banks communication.
• Elements: The Baltic Sea Card is the key element
• Audience: 1. All clients. 2. Every one else that want to drive both funding and understanding. 3. Other banks. As a side effect, the card and index has been so well received that there is now demand for a corporate version of the card, this the bank has never had before.
• Approach: We wanted to design a tool for consumption as an instrument for nature and replace all existing cards.