SBAB is a bank owned by the Swedish state, specialised in mortgage and with a mission to serve all their clients equally. No matter whom you are or how much money you have you will still get the same terms and the right to personal banker. To emphasise on the difference between SBAB and the traditional banks we invented the mortgage coach. The campaign started out on TV, Internet and newspapers and was talking to all the confused house buyers out there.

The first step was to bring the personal banker alive, or mortgage coach as SBAB calls them. And this was done not on business time or in business areas, but instead in neighbourhoods where people actually search for a new residence. Therefore we opened several new offices in joint venture with more local companies. Here you could get a really good deal and even get a promise for a loan. In the next step we decided to come even closer to the people looking for new homes. We opened a big bunch of new offices. No marble floors but excellent air conditioning!

The campaign for SBAB was very successful overall. The key objective was to get as many mortgage applications from consumers as possible and create traffic to the website. The objectives were met easily. Traffic to the website scored an all time high. And, despite the fact that competition is severe now in Sweden, SBAB received many more mortgage applications than expected. The phone traffic to costumer service also increased more than expected during the campaign.