| Title | ALAND INDEX INITIATIVE |
| Brand | THE BANK OF ALAND |
| Product/Service | BALTIC SEA PROJECT |
| Category |
D01. 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 launched:
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, engaging every month.
Campaign Success
• 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 launchfilm we sent out to create ambassadors ”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 plan activating partners in academy, science and civil society.
• Timeline: February/April we pitched and prepared. Released in March/April.
• Placement: Focus on clients, as well as digital financial and environmental influencers
• Scale: 90.000 clients in Sweden, Finland and Åland.
Describe the success of the promotion with both client and consumer including some quantifiable results
Activation of clients: Fantastic! 0 % rejection of the cards and people presenting the idea to others every time they reach for their wallet to pay, truly converting a tool for consumption into an instrument for nature.
• Activation of partners: More than satisfactory, film spread globally by partners.
• 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 Summit + 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
Explain why the method of promotion was most relevant to the product or service
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 continuously build trust, engage in interaction and activate ambassadors for change. Participation 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.
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.