| Title | ALAND INDEX INITIATIVE |
| Brand | THE BANK OF ALAND |
| Product/Service | BALTIC SEA PROJECT |
| Category |
A07. Corporate Image & Sponsorship |
|
Entrant
|
RBK COMMUNICATION Stockholm, SWEDEN
|
|
Idea Creation
|
RBK COMMUNICATION Stockholm, SWEDEN
|
|
PR
|
HILL+KNOWLTON STRATEGIES SWEDEN Stockholm, SWEDEN
|
|
Additional Company
|
LEROY Helsinki, FINLAND
|
|
Additional Company 2
|
WINTER Mariehamn, FINLAND
|
|
Additional Company 3
|
NOIR Prague, CZECH REPUBLIC
|
|
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
The Bank of Aland, developed an environmental collaboration platform, The Baltic Sea Project, to drive both funding and understanding to stop further deterioration of the Baltic Sea. To engage all clients and directly influence on going behaviour we needed a score card. So in short we “followed the money” and “What gets measured gets managed”. We developed:
1. The Aland Index, calculating the CO2 impact of every credit card transaction.
2. As a vehicle for the index we developed the Baltic Sea Project Credit Card.
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 call to actions to balance your impact. Making complex data simple, and technology work seamless, turning your tool for consumption into a purposeful instrument for nature; at every purchase, reported 12 times a year.
Creative Execution
•Implementation
The implementation was executed by leading providers in all fields connected. MasterCard, payment transaction data provider. Thomson Reuters and Sustainalytics, financial risk analysis data provider. KPMG aggregating environmental data per merchant category. The World Bank, independent point of reference for the socioeconomic carbon emission cost. The Bank of Aland, calculating and distributing the encrypted individual data through a secure Internet or Mobile Bank. WWF Finland, partner in providing projects to balance the impact. The implementation of the index in the banks database is executed by Crosskey in two steps; monthly impact and impact per transaction.
•Timeline
Baltic Sea Project: Summer 2015
Aland Index: Spring 2016
Baltic Sea Project Credit Card: Summer 2016. It is now live in Finland and Åland, with Sweden to come Q1 2017.
•Placement: Digitaly direct distribution as well as card
•Scale: All clients of the bank. The clients of any other potential bank.
Results
• Business impact
Within six months of the launch the Aland Index Initiative has generated:
Community: +205 % increase in The Bank of Aland’s Baltic Sea Project Social Media followers
Reach: +200,000,000 in earned global media reach
Donations: See confidential
Target, Banks: 100 % coverage in Nordic Financial Press
Additional banks: See confidential
Rejection: 0 %
Saving accounts: See confidential
The Aland Index pioneers the way the bank talks with their clients by connecting them with the impact of their consumption by merging environmental-, financial- and credit card transactions data. The dialogue is not only substantiated by individual data but also continuously fueled by it. Direct influence is truly at heart of the purpose to bridge cause and effect as well as stimulate solution driven call to actions on individual, local or global level. For a bank on an island in the middle of the deteriorating Baltic Sea driving change and accepting responsibility means the world, literally.
We could match individual credit card consumption data 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. 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 alternative call to action to offset the calculated impact, every month, we could also engage all clients. A secondary audience, 14.500 banks of the world, where invited by making the Aland Index open to them creating a potential reach of 8 billion cards.