| Title | I'M SAVING |
| Brand | SATS |
| Product/Service | FITNESS CHAIN |
| Category |
E04. Real-time Response |
|
Entrant
|
ANORAK Oslo, NORWAY
|
|
Idea Creation
|
ANORAK Oslo, NORWAY
|
|
Production
|
BACON OSLO Oslo, NORWAY
|
|
Additional Company
|
SATS NORGE AS Oslo, NORWAY
|
Credits
| 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 |
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 strategy
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 execution
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
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.