| Title | ALAND INDEX INITIATIVE |
| Brand | THE BANK OF ALAND |
| Product/Service | BALTIC SEA PROJECT |
| Category |
E03. Innovative Use of Technology |
|
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 |
| JOHAN PIHL |
Phil Industries |
Creative 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 |
The Campaign
Our consumption life style is eating away on our planet. The Baltic Sea is no exception with eutrophication and toxins killing it off. In the Nordics we find both a dying sea and the highest usage of credit cards. The Bank of Aland aimed to engage all clients, by combining tech and data to create both funding and understanding, in order to save our tomorrow. The Aland Index application calculates the environmental/CO2 impact of your every card transaction. The digital report is presented with the monthly bill and also suggests local, global or lifestyle compensation alternatives to balance your impact. Making complex data simple, and technology work seamless, turns your tool for consumption into a purposeful instrument for nature; at every purchase, reported times a year 12 and with a design that activates a social mechanism with cause driving the new peer prestige. Making your impact count.
Creative Execution
Implementation
As part of the bank’s Baltic Sea Project the Aland Index implementation is fully automated in the payment database providing all Baltic Sea Project Credit Card holders with a digital monthly report.
Placement&Touchpoints
The initiative is communicated in direct, events, social- and earned media.
1.The Aland Index is accessed through the banks mobile- and internet bank.
2.BalticSeaProject.org
3.As open-source for all other banks in the world that also want to engage their clients and provide the same opportunity.
Scale
All 90.000 clients, will receive an Aland Index connected Baltic Sea Project Credit Card, replacing existing cards. By making the Aland Index open to all 14.500 banks globally the potential reach is 8 billion credit cards. Anyone working with a payment provider, such as VISA or MasterCard, can implement the innovation.
Brand Relevance
The ambition was to enhance the position of the small bank, situated in the middle of the Baltic Sea, in line with their core brand values; responsible, ambitious and personal.
The Aland Index innovation is relevant both the brand and the location.
The secondary ambition was to build awareness and inspire the whole industry by leading by example. Enabling the competition to also engage their clients in doing the same; to build awareness and fighting climate change.
Material-Design
As a vehicle for the Aland Index we developed the Baltic Sea Project Credit Card. In addition to the index, the card has three design features that make the card a worlds first.
1.All logos are on the back. This is in order to devote the full front of the card to the environmental cause of the Baltic Sea Project; “I support a clean Baltic Sea!”
2.The card is produced in a BIO-sourced material instead of plastic.
3.Doubles as a membership card.
Launched April 2016.