A singer was created as a viral campaign communicating Raiffeisen housing loans. The main target group was younger professionals in need of their own homes or homes for their new families.A fun and unusual communication was needed to overcome the negative perception of banks caused by the recent economical crises.For the purpose of the campaign, we created our Singer – a character who for a month communicated solely through singing.Singing was triggered by the outburst of joy the day he moved into his newly bought apartment, but the full story together with his reasons for singing remained unexplained until the last phase of the campaign.Singing was chosen as one of the most up-lifting and fun activities – it has been scientifically proven to release stress and anxiety, enhance happiness and general well-being, all of which made an excellent metaphor for the new, flexible housing loans.

The internet was chosen as the main communication channel, it being close to our target group, allowing a different, more open-minded, flexible and fun communication.Singer was secretly filmed in public places and short video clips were uploaded on the internet causing sudden public interest for the mysterious singing guy. Videos were placed on YouTube allowing thousands of viewers to comment on their favourite videos and share them with their friends.A Facebook group “I’m not a talent, but I can throw a show!” was formed to help distribute videos to the Facebook fans. During four weeks of the viral campaign, 14 different video clips were shot and uploaded on line.After four weeks, a TV commercial was played for the first time explaining the full story of the Singer through a fun musical-like form, with the main punch line – 'Housing loans, in tune with your needs.'

The results are: 230,000 YouTube views plus 96,000 views through the internet media as well as 14,000 Facebook fans.The comments and interest have remained high and extremely positive even after the Singer has been revealed as a promotional campaign for Raiffeisen bank.Total audience reach was 10% of the Croatian market.