The target group has a strong interest in literature and frequently visits public libraries and bookshops. The strategy was focused on the cultural aspects, and built on the target group’s prior knowledge of the literature award. To strengthen the brand’s connection with the target group and gain the required response, the strategy was supposed to cover as many consumer touch points in regard to books and literature as possible.

Consumer Touch-points were linked to literature - bookstores and libraries, book reviews in newspapers and the internet. The award winning ceremony took place at the largest book fair in Denmark, receiving great attention in an environment with limited commercial interference.ResultsDespite a 15% budget cut, we archived 60% more votes!

Many voters were not BG bank customers, so the campaign provided access to new customers in a difficult to reach market.

BG Bank’s overall image was connected to culture, supporting the banks intellectual image - generated by strong involvement of public libraries and book shops.