The assignment was to awaken potential clients who are susceptible to ASN Bank’s climate message through a notable social media idea that would run over a longer period of time.

Last year an ignorant science and climate denier surfaced on twitter and other social media. The Nitwitter. A little blue bird with a blonde crest closely resembling a certain billionaire politician in America.

Through a reversed psychology campaign we awoke annoyance over global climate denial amongst potential clients, in order to get them to take action themselves. And open a sustainable bank account. At first this was done in a non branded way. But over time the campaign got more informative and conversion focussed.

In the first phase of the Nitwitter was used seperately of ASN Bank. As an imaginary character who had a lot in common with populist politicians in the real world. His ironic tweets and moving content closely followed the news cycle, so they were always relevant. In the second phase we added More social channels to the mix including ASN Bank’s own channels. Through link ads we added scientific and opinion articles debunking the Nitwitters climate denial. In the last phase we added more paid media like Radio and bannering focussing on conversion.

The Nitwitter played a key role in our ‘Money can create happiness’ campaign that started in January of 2017, showing satisfying results. During the first one and a half years our brand awareness grew from 13% to 18%. Consideration from 10% to 19% and brand preference exceeded expectations and grew from 4% to 7,5%.

But in the end sales is the most important metric. During the campaign, ASN Bank attracted 25% more customers. 57% of them came from a young audience, something we can directly ascribe to The Nitwitter.