Since eco-cars and congestion charges was the word on everyone’s lips, the message itself had a freshness and relevance to it. The media was in line with the season, and played well with the surroundings.

Make SEB stand out within the financial sector by offering a new type of loan, in line with contemporary and local matters of interest. The campaign ran in Stockholm at the same time that the city introduced congestion charges. A fee that one could avoid by driving an eco-car.

The campaign gained significant media publicity in terms of exposure, easily matching the media spend.Total budget: 2 million SEK. Total sales increase: 16,5 million SEK, a ROI factor of 8. SEB's car loan sales increased 5 times more than the total Swedish car market – 14% compared to 3%.

In Sweden all cars become dirty during the winter, due to the dirt, salt and pollutions that mixes with the snow. We used the same type of dirt-effect on billboards as well as on the snowmen. Thus demonstrating a familiar problem in a new context, and at the same time presenting an offer that can help ease this problem.

We wanted the bank to come closer to its potential clients – sharing their everyday life. Using a combination of outdoor media and snowmen, SEB actually took to the streets of Stockholm to promote their offer. The “real life-snowmen” in combination with outdoor media made a strong presence amongst the local people.

Repro: C2