I'M SAVING

TitleI'M SAVING
BrandSATS
Category C03. Real-time Response
Product/ServiceFITNESS CHAIN
Entrant ANORAK Oslo, NORWAY
Idea Creation ANORAK Oslo, NORWAY
Production BACON OSLO Oslo, NORWAY
Additional Company SATS NORGE AS Oslo, NORWAY
Credits
Name Company Position
Stein Simonsen Anorak Copywriter
Eirik Johansen Anorak Art Director
Janne Espevalen Anorak Account Director
Camilla von Borcke Anorak Project Manager
Kasper Häggström Bacon Director
Magne Lyngner Bacon Producer
Mari Paus Bacon Producer

Why is this work relevant for Direct?

Because the film was posted as a Facebook comment directly under the bank's campaign film on their own Facebook page. Thus, it followed the bank's campaign like a conjoined twin, directly to whoever they aimed their campaign at.

Background

In the first week of January, Norway's biggest bank – DNB – launched a campaign saying that people who struggle with motivation to exercise, should cancel their fitness center memberships and rather save their money in the bank. Norway’s biggest fitness center chain – SATS – decided to respond, aiming to prevent the bank’s campaign to stop people from using their services.

Describe the creative idea (30% of vote)

Just as the bank's campaign mocked the idea of spending money on a fitness center, we ridiculed the idea of spending your life on the coach just to save money. The video shows a young man who declines his friend's invitation to come with him to the gym, since he - as he responds - is "saving". The video was posted as a comment to the bank's campaign on the bank's own Facebook page.

Describe the strategy (20% of vote)

The strategy was to ridicule the bank's message in a clever way that would give SATS the upper hand, and post our response as a comment, so that our film would reach at least the same audience as that of the bank. Our call to action was simple: Don't take fitness advice from banks.

Describe the execution (20% of vote)

The bank's campaign was first launched Friday January 4th. Our idea was developed over the weekend, presented to the client Monday January 7th, then shot, edited and aired on Wednesday January 9th. The response video was posted as a Facebook comment directly under the bank's campaign on their own Facebook page.

List the results (30% of vote)

Our response resulted in massive positive bombardment of SATS in social media, not only on the bank's page, but even more so in SATS' own social channels. Most importantly though: The bank stopped promoting the video that was initially at the forefront of their campaign. As a bonus, our response and people's reactions to it "sticks to" the bank and lives on as a blot on their landscape, since they can't really remove it from their Facebook page without risking allegations of censorship.