Media > Use of Media
SANDWICHMEN
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
The 200 SandwichmenAnn-Sofi Osvaud/ProducerKatrina Loftstrom/DirectorAbel & 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 competitores have a ten times higher marketing budget, you need to think different.The creative solution was to send out 200 sandwichmen to march on and off outside every big bank office in Stockholm. The text on the front read: "Floating interest rate 5,0%" and on the back it said: "Beat that if you can, banks". This went on for one week. The campaign was supported by film, web and radio.Result:Applications+ 145%Visits to the SBAB website + 176%Calls to SBAB+ 152%Brand awareness + 209% (from 21% to 44%)Brand preference + 240% (from 10% to 24%)Sales + 129% (all time high) 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 competitores have a ten times higher marketing budget, you need to think different.The creative solution was to send out 200 sandwichmen to march on and off outside every big bank office in Stockholm. The text on the front read: "Floating interest rate 5,0%" and on the back it said: "Beat that if you can, banks". This went on for one week. The campaign was supported by film, web and radio.Result:Applications+ 145%Visits to the SBAB website + 176%Calls to SBAB+ 152%Brand awareness + 209% (from 21% to 44%)Brand preference + 240% (from 10% to 24%)Sales + 129% (all time high)
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