Media > Use of Media
OUTDOOR OFFICES
TBWA STOCKHOLM, Stockholm / SBAB / 2002
Overview
Credits
OVERVIEW
Audience
The primary goals of the campaign was to:Position SBAB as the small but energetic challenger in housing loans department.Increase awareness and preferences for the SBAB brand.Increase the number of clients.
CampaignDescription
SBAB PersonnelHarry Douglas/Production Company (Film)Musse Hasselvall/DirectorSpectre Industries/Production Company (Radio)Abel & Baker/Internet The primary goals of the campaign was to:Position SBAB as the small but energetic challenger in housing loans department.Increase awareness and preferences for the SBAB brand.Increase the number of clients. SBAB offers housing loans via the Internat and has today a 8% market share. Four big banks have together 90%. The strategic position of SBAB is the one of a challenger. But to just say it is not good enough. You need to act a challenger. And when your competitors have a ten times higher marketing budget, you need to think different.The creative solution was to transform ordinary advertising billboards into small SBAB-offices. Hence we could show that SBAB is a housing loans company that challenges the big banks for real. The outdoor offices also made the Internet based brand visible and human. Inside the billboards handling officers from SBAB were ready to help people out. They had lap top computers and could answer any question about housing loans and how to apply. The campaign was supported by film, radio and PR.Result:- Applications:+ 138%- Visits to sbab.se: + 162%- Calls to SBAB: + 154%- Brand awareness: Maintained the doubled level from the previous campaign- PR value: About 3 times bigger than the mediainvestment The idea came from the agency.The media team did an excellent job to create a major impact considering that this was something they had never done previously. Never before has such a simple medium been used in such a large scale and with such attitude and directness. SBAB showed the big banks and the consumers what being a modern challenger is all about.
Execution
The idea came from the agency.The media team did an excellent job to create a major impact considering that this was something they had never done previously.
Idea
Never before has such a simple medium been used in such a large scale and with such attitude and directness. SBAB showed the big banks and the consumers what being a modern challenger is all about.
MediaStrategy
SBAB offers housing loans via the Internat and has today a 8% market share. Four big banks have together 90%. The strategic position of SBAB is the one of a challenger. But to just say it is not good enough. You need to act a challenger. And when your competitors have a ten times higher marketing budget, you need to think different.The creative solution was to transform ordinary advertising billboards into small SBAB-offices. Hence we could show that SBAB is a housing loans company that challenges the big banks for real. The outdoor offices also made the Internet based brand visible and human. Inside the billboards handling officers from SBAB were ready to help people out. They had lap top computers and could answer any question about housing loans and how to apply. The campaign was supported by film, radio and PR.Result:- Applications:+ 138%- Visits to sbab.se: + 162%- Calls to SBAB: + 154%- Brand awareness: Maintained the doubled level from the previous campaign- PR value: About 3 times bigger than the mediainvestment
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