| Title | ALAND INDEX INITIATIVE |
| Brand | THE BANK OF ALAND |
| Product/Service | BALTIC SEA PROJECT |
| Category |
A02. Creative Innovation |
|
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 |
| 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 |
| JOHAN PIHL |
Phil Industries |
Creative Director |
| MARCUS JOHANSSON |
DBY |
CEO |
| ROBIN MAGNUSSON |
DBY |
MOTION PRODUCER |
The Campaign
•Insights: The fundamental insight was that most people want to do their part but it needs to be both individually relevant and easy. We could match exact individual consumption behaviour 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.
Intention/Purpose/Adaption: The Bank of Aland’s wanted to increase awareness. Substantiate the positioning and brand values. Engage clients as ambassadors for change. So we created a new way to communicate with their clients by combining individual behaviour, with existing technologies and different data streams. This creates reach and relevance with individual funding and understanding as effects. With the Aland Index implemented in the payment database any bank can do the same,...
Creative Execution
The Aland Index was created by aggregating the financial intelligence on environmental impact per company into groups, matching the merchant category codes of credit card companies, and converting the impact in kilograms to the socioeconomic cost for carbon in euros as defined by the world bank.
The application calculates the environmental/CO2 impact of your every credit card transaction. The digital report is presented with the monthly bill and also suggests local, global or lifestyle compensation alternatives to balance your impact.
1. Converts daily behaviour/transactions to impact (Co2)
2. Measure impact in weight (Kg)
3. Converts weight to emission cost (€)
4. Suggest offset corresponding with individual result (WWF)
Platforms: The credit card transaction system. The banks payment database. The Aland Index database, The banks Internet and Mobile Bank. Third party donations/offset projects.
Stage: The Aland Index was launched in April 2016 and will reach full implementation with the on going exchange of all credit cards, since July, in February 2017.
•Long-term outcomes: Position the bank in line with its values and create reach in its target groups. Create environmental funding and understanding. Establish the bank as a thought leader in the industry, engaging other banks.
•Scalability: By making the Aland Index open to all 14.500 banks globally the potential reach is 8 billion credit cards.
•Industry relevance: KPIs indicates it should be high. Banks has a history of contributing to exploiting our resources as well as complicated communication. By making complex data simple, and technology work seamless, we aim to do the opposite, turning your tool for consumption into a purposeful instrument for nature.
•Results:
•Aland Index and is live, two steps of three implemented.
Within six months of the launch:
•100 % coverage in Nordic Financial Press
•+205 % in The Bank of Aland’s Baltic Sea Project Social Media followers
•+200,000,000 in earned global media reach
•+23 % donations
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.