|Research has shown that younger generations don’t identify themselves with a strictly sustainable ideal, but rather are looking for a more flexible interpretation of a sustainable life. Based on this insight, an umbrella strategy has been chosen to popularize sustainable banking: making ASN Bank more attractive and more accessible for a broader group. |
But how do you reach a target group that wants to make it sustainable, but does not want to put too much effort into this? And how to do this without alienating yourself from the loyal customers who have supported ASN Bank since the start? The ambition is to achieve growth of 35% on the brand KPI within 2 years: spontaneous brand awareness (+ 4.6%), consideration (+ 3.5%) and preference (+ 1.4%) (Source: GfK ). These communication goals should lead to a growth of 25% in customers.
"Zo maakt geld gelukkig" (That’s how money can make you happy) - A guiding theme that breaks hard with the convention that money doesn’t make you happy.
Storytelling by telling a fable. Stories about sustainability were brought to life by special animated animals. We created a whole new animal kingdom. Living in a miniature forest made with eye for detail.
A. Touch: money makes happy - TV and online video.
In the commercials ‘Het Gewoondedier’, ‘De Eendagsvlieg’ and ‘De Stropdas’ play a leading role. ‘Het gewoontedier’ does not think about bank transfers, ‘De Eendagsvlieg’ does not think about the world of tomorrow and ‘De Stropdas’ is a bank figure that does not always take care of nature. In the first period we chose to focus intensively on this Touch layer, so that we can load the new theme and create the foundation for the rest of the campaign.
B. Tell: how money makes you happy - Radio, online display and social content
Continuous presence on these channels in which ASN Bank shares fables of animals like De Na-aap, De Nachtmerrie, De Slome-Slak, De Luiaard, De Oude Bok, Het Piepkuiken, De Werkbij, De Vergadertijger en De Aardkloothommel. In a playful way it gives more insights in how people are used to dealing with money and how things can be done differently.
C. Sell: your money makes you happy - Radio, social media, online / mobile display and search
In the Sell layer, the final step in the funnel is to show how easy money can make people happy: the bank's switch. In this stage we’re pretty bold in claiming ASN Bank is a good bank with good products. And therefore the right choice if you want to be a bit more sustainable.
Research has shown that the younger generations do not identify with a strictly sustainable ideal, but rather are looking for a more flexible interpretation of a sustainable life. Based on this insight, an umbrella strategy has been chosen to popularize sustainable banking: making ASN Bank more attractive and more accessible for a broader group.
But how do you reach this target group that wants to make it sustainable, but does not want to put too much effort into this? And how do you do this without alienating yourself from the loyal customers who have supported ASN Bank since its inception? The ambition is to achieve growth of 35% on the KPI brand within 2 years: spontaneous brand awareness (+ 4.6%), overweight (+ 3.5%) and preference (+ 1.4%) (Source: GfK ). These communication goals should lead to a growth of 25% in the customer base
UNO playground object fights against loneliness
Posterscope created the UNO ‘Let’s play along’ playground for primary schools to fight loneliness among children and to raise awareness for this underexposed problem. It helps connect lonely chi...
Crisp, the online marketplace
Crisp is the online marketplace for everyone who wants better everyday food. Crisp is on a mission to make better food available for the many. Crisp focuses on super fresh and seasonal food, dir...
Albert Heijn Christmas 2019: Consistency and focus
How a strong focus has led to the highest daily turnover in the history of Albert Heijn.
Snapchat is the channel to make selfies. Tele2 wants to magnify this behavior and celebrate it exuberantly, to show the whole of the Netherlands that you can get unlimited unlimited selfies with...
Vizeum: ASN Bank
Based on this insight, an umbrella strategy has been chosen to popularize sustainable banking: making ASN Bank more attractive and more accessible for a broader group.
Children are increasingly looking to screens for entertainment in car journeys, so how can we use technology to stimulate children’s imagination while traveling?
Carat, The Story Lab, Amnet: Durex
Durex wants to connect with young people through locally developed content and convince them of the importance of safe sex in order to stimulate condom use. Only, safe sex is not a sexy topic. S...
ACHTUNG! mcgarrybowen: Volkswagen
How can we improve the perception of the brand value ‘innovation’ by showcasing all innovation in the newest generation Volkswagen, but without losing the human character that Volkswagen has est...
iProspect and KLM Royal Dutch Airlines are digital partners since 2011. Since then, the activities have grown to 73 markets in 25 different languages. The partnership between
Carat, The Story Lab, iProspect: Microsoft
Carat was asked by Microsoft to introduce Surface Book in the Netherlands. Overall goal of the campaign was to increase awareness and purchase intent for this new laptop, that should lead to a m...
Merkle: Marlies Dekkers
Merkle's collaboration met marlies | dekkers started out as an informal acquaintance with the business of the iconic brand. It grew into a long-term partnership to learn innovation and from each...
iProspect developed a test to determine the incremental value of the measured Store Visits. For this experiment we started with the following research question: To what extent can measured Googl...
Isobar, Posterscope: C&A Christmas campaign
Due to the power of the combination of OOH and mobile location data and the variation in message, we have been able to reverse the declining trend in store visits. Secondary objective was to inc...
The Bar is using gamification to keep track of progress and give aspiring mixologists a sense of achievement. Based on progress, we suggest increasingly advanced cocktails and introduce new tec...
Posterscope, Carat and isobar: C&A
Activating store visits by working with a unique hyper-location technology partner, we built an integrated solution that combined OOH with mobile programmatic.
Activating positive sales and trust in Arla's product by using media channels to emotional and engage the audience.