Cheap skis and priceless experiences
We’ve become sceptical towards banks. After all, they’re the ones with all the money. How then, could we help SpareBank1 authentically convince their customers, and Norwegians in general, that they actually want you to use your money in the smartest way for you and your family?
|Period:||Ongoing since 2015|
Traditional communication efforts don’t go far enough to convince customers of a bank’s good intentions. After a thorough realignment of their strategic direction, the challenge was on; we needed to find a way to “live out” their strategy. Focusing on one of SpareBank1’s main target groups, families with small children, we needed the bank to put their money where their mouth was and create a brand experience that proved that they understand people’s economic situations. An experience that would build trust whilst differentiating them from the larger investment driven Norwegian banks.
Doing something positive for the greater community lies at the heart of SpareBank1’s strategy. While one in three families can’t afford to let their kids enjoy organised sports, because of the cost of equipment, a whopping 1.15 million Norwegian households let unused gear gather dust in wardrobes and attics. That’s every other Norwegian home. Staggering numbers, but a perfect opportunity space for SpareBank1 to do something truly positive and impactful for kids, families and communities throughout Norway.
Teaming up with their sponsorship partner, The Norwegian Skiing Association, we recruited local ski clubs across the country and gave them the framework to set up to local arenas for buying and selling used equipment. Arming communities with promo material and activation methods, the initiative was supported by internationally known Norwegian skiers. Together, they generated the buzz and attention to get people engaged with "byttehelgen".
The first time “byttehelgen” happened, more than 50 sports clubs and 10 000 families with kids visited their local market. Through it, SpareBank1 demonstrated true commitment toward their goal of improving the everyday economies of families with kids. They got little closer to challenging the impression that, all banks are interested in is your money. But most important of all, more kids had the chance to take part in sports they would otherwise never have had.