DEBT COLLECTOR FOR HIRE - AN INNOVATIVE ONLINE CAMPAIGN FOR THE INNOVATIVE FEATU
|Client||DEUTSCHER SPARKASSEN- UND GIROVERBAND E.V.|
|Category||A07. Financial Products & Services, Commercial Public Services, B2B Products & Services|
|Title||DEBT COLLECTOR FOR HIRE - AN INNOVATIVE ONLINE CAMPAIGN FOR THE INNOVATIVE FEATU|
|Entrant||JUNG VON MATT Hamburg, GERMANY|
|Idea Creation||JUNG VON MATT Hamburg, GERMANY|
|Production||MARKENFILM Berlin, GERMANY|
|Production 2||CHIMNEY DEUTSCHLAND Berlin, GERMANY|
|Production 3||WONDERLANDMOVIES Berlin, GERMANY|
|Production 4||WHATSBROADCAST München, GERMANY|
|Production 5||UFOMAMMOOT Berlin, GERMANY|
|Additional Company||DEUTSCHER SPARKASSEN UND GIROVERBAND Berlin, GERMANY|
|Additional Company 2||SFP - SPARKASSEN FINANZPORTAL Berlin, GERMANY|
|Till Eckel||Jung von Matt AG||Executive Creative Director|
|Sven Rebholz||Jung von Matt AG||Managing Director|
|Daniel Adolph||Jung von Matt AG||Managing Director|
|Johannes Hicks||Jung von Matt AG||Creative Director|
|Christopher Hoene||Jung von Matt AG||Creative Director|
|Frances Rohde||Jung von Matt AG||Creative Director/Copy Digital|
|Pieter Snoeck||Jung von Matt AG||Creative Director/Digital|
|Nadim Habib||Jung von Matt AG||Creative Director/Digital|
|Peter Schönherr||Jung von Matt AG||Art Director|
|Julia Lackermayer||Jung von Matt AG||Copywriter|
|Ole Nagatis||Jung von Matt AG||Junior Concept Developer|
|Nils Frankenbach||Jung von Matt AG||Art Director/Digital|
|Carolin Spahn||Jung von Matt AG||Senior Project Manager|
|Silke Lehm||Deutscher Sparkassen- und Giroverband e.V.||Head of Marketing Communications|
|Alexander Stigler||Deutscher Sparkassen- und Giroverband e.V.||Audiovisual Production / Brandmanagement|
|Katja Weber||Deutscher Sparkassen- und Giroverband e.V.||Dialog Marketing|
|Till Haverkamp||Deutscher Sparkassen- und Giroverband e.V.||Digital Channels|
|Lutz Plümecke||Sparkassen-Finanzportal GmbH||Business Unit Manager "Gemeinsame Sparkassenwerbung“|
|Jana Dietrich||Sparkassen-Finanzportal GmbH||Account Manager Digital|
|Kerstin Lies||Sparkassen-Finanzportal GmbH||Online-Marketing-Managerin|
|Ansis Schön||Sparkassen-Finanzportal GmbH||Senior Social Media Manager|
|Meike Drefahl||Sparkassen-Finanzportal GmbH||Creative Director|
|Michael Prokoph||Sparkassen-Finanzportal GmbH||Film-Producer|
The CampaignThe focal point of the campaign was our testimonial, a terrifying yet charming debt collector. He appeared in an online film, on Facebook and in a series of personalised videos. On Facebook, users could contact him – or rather a highly convincing chatbot – via messenger. There, they could hire the debt collector for various assignments. Those assignments took the shape of individualised videos in which the debt collector delivered specific messages to friends. Messages in which users could a. ask for money back, b. ask for pool money, c. tell someone to get in touch or d. invite someone to an event. Those video messages could be sent immediately. They contained numerous personalised details – names, numbers, photos, specific invitation flyers and even a talking bunny that said whatever you wanted it to say.
Creative ExecutionThe campaign took place where our target group, teenagers and young adults between 13 and 33 already spent a lot of their time on a daily basis: Facebook. The campaign’s rollout took place in 3 stages. In the first phase, a targeted video add created buzz. Because of Facebook’s reach-and-frequency-principle a wide reach was attainted – with a frequency of 2 contacts per reached viewer. In the second phase, traffic to the Debt Collector in Facebook Messenger was achieved through retargeted ads, which were only displayed to those who had watched the video. In the third phase, activation to use Kwitt happened through carousel ads directly targeted at users who had already chatted with the Debt Collector in Facebook Messenger.
ResultsThe target group did not only stay on Facebook. After generating their videos, 17% wanted to know more about Kwitt. Fuelled by the viral effect, transactions after the campaign increased by 34%. Which means that virtually every Facebook user made use of the service. So far around 243.000 videos haven been shared. The click-through-rate was 17%, thus beating every record. The reach-and-frequency-targeting strategy on Facebook reduced divergence losses to a minimum. The entertaining storytelling on Messenger, paired with the chatbot technology, reached the target group more efficiently than ever before. With 1 cent per video view, Sparkasse only paid 1/50 of the sectoral average – 90% less than planned. And the total of media impressions was more than 65.000.000.
We became part of our young target audience’s everyday life. First we introduced a testimonial catering to their sense of humour in a huge campaign on all channels. A rough-and-ready debt collector. Finally, they could contact the testimonial on Facebook via a highly convincing chatbot to hire him for different assignments. Those assignments were then carried out in the form of individualised video messages that could be sent to people immediately. Participation was overwhelmingly high, most users interacted with our testimonial more than once, and downloads for Kwitt, the app feature that was subtly promoted all along, skyrocketed.
We started from a data-driven insight – that Germans find lending money and asking back for it highly uncomfortable. The target group for the app-feature to promote were people between 16 and 33. And we really had to fight for their attention as they shied away from classic advertising, especially coming from an “old” bank. First an unusual testimonial had to be found. Then the target group had to be reached in a surprising and unobtrusive way. Somewhere they spend a lot of their time: Facebook. Consequently, a campaign tailored to this specific platform was created. With a technology that was equally innovative and involving: the first chatbot to feature creative storytelling. We used the chat to collect all the data necessary to create entertaining personalised videos. These videos could be shared immediately. In this way, easily spreadable content was created, which in turn caused further buzz for our campaign.
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