| Title | ALAND INDEX INITIATIVE |
| Brand | THE BANK OF ALAND |
| Product/Service | BALTIC SEA PROJECT |
| Category |
B11. Launch / Re-launch |
|
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
We 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 applied “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.
Execution
• Implementation: The Baltic Sea Platform was set to crate funding for great ideas and understanding by the public. We developed the Baltic Sea Credit Card to connect all clients of the bank to that ambition. We developed at credit card to replace all other cards in the bank in accordance with the film we sent out ”How the way we pay can save the sea.mpg” as well as The Aland Index, connecting your consumption to impact and impact to compensation. Then we implemented according to the PR-plan.
• Timeline: February/April we pitched and prepared. Released in March/April.
• Placement: Focus on financial and environmental press and
• Scale: We focused on the Nordics but with news spread and within first weeks we had over 100.000.000 in earned media reach.
1. Pre-sell: 100 % success.
2. Focus on digital media: More than satisfactory, Film spread in three languages embedded by media and partners.
3. Engaging blogs and influencers: More than satisfactory.
4. Pre-sell to partners: More than satisfactory, all partners shared the news.
5. Engage with academy, science and civil society: Fantastic! With results such as collaboration with Zennström Philanthropies, the project as a mandatory case study at Stockholm School of Economics, Speaker at Sthlm Tech and Innovative Banking + endorsed by Swedish Minister of Financial Markets and Consumers.
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 and counting
+23 % Baltic Sea Project Account Deposits and Funding
+6 % increase in number of environmental savings account* opened (under name change to Baltic Sea Savings Account)
The Situation
The Aland Index pioneers the way a bank engage with their clients by connecting them with the impact of their consumption; merging environmental-, financial- and credit card transactions data. At heart is to launch, build trust, evolve perception and aim to change behaviour. Reputation influence is key in the purpose to bridge cause and effect as well as stimulate solution driven call to actions on individual, local or global level. For a small bank with limited reach, on an island in the middle of the deteriorating BalticSea, driving change and accepting responsibility means the world, literally. Making our impact count.
The Strategy
• Target audience: Clients, financial industry, partners
• Target media: Financial Press, Environmental Press
• PR planning: 1. Pre-sell under embargo to the leading outlet in Sweden, Finland and Åland. 2. Focus on digital media outlets that could make use of the film presenting the idea ”How the way we pay can save the sea.mpg” 3. Engaging blogs and influencers within environmental issues 4. Pre-sell to partners in order for them to drive communication in there channels and European level. 5. Engage with academy, science and civil society to have endorsement quotes from leading professors, scientists, philanthropists and politicians. 6. Local pitches with relevant number on the deterioration of the Baltic Sea in combination with numbers of transactions and credit cards.
• Approach: A small bank on the rim of the arctic aim to save the sea by combination of clients, innovation, data and heart.