S-Bonuscard is in the wallet of 1.8 million Finns; which is a lot in a country of 5.3 million people. They use it in the thousands of stores and restaurants of the S Chain, mainly to get bonuses and discounts. This campaign promotes a lesser known feature: the card can also be used as a credit card. Despite being such a popular card and having many uses, this is the first known case of using the card as a musical instrument and a sound effect tool.

We wanted to open people’s eyes to see that the S-Card is more than a loyalty card, it can be used for anything. We dramatised this by making all the sound effects of the radio commercials with the card.We recruited a professional foley artist Kimmo Vänttinen to make the sound effects for the commercials by using the product, the S-Card.

At the end of the radio commercials we told how the sound effects were made and directed people to our campaign site to watch the making of and to learn more about how to use the S-Card.

We reached all-time record in usage of S-Card during campaign period. The card was used 25.8 % more than the year before and stayed on that level for three following months.