Challenge
| 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. |
Solution
"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.
Results
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
KLM lands more incremental value and fewer empty seats, w...
Dentsu is proud to present – How dentsu Benelux & KLM get more incremental value with Search (SA360).
Data activation cannot be missed in a Paid Search strategy. This case shows how d...
Insurance firm, Centraal Beheer, reduces CPA by 25% with ...
With the end of third-party cookies on the horizon, Centraal Beheer tasked their agency, dentsu, to develop a new cookieless solution able to drive high-quality traffic and deliver more value – ...
Dentsu's sustainable services
Time is of the essence. Sustainability, well-being, and climate are pressing and vital concerns for individuals, businesses, and consumers alike. As marketers, we have the power to make a direct...
Dentsu and Intergamma future-proof their digital measurem...
Dentsu and Intergamma future-proof their digital measurement with Google Analytics 4.
Tuning in: How dentsu increased YouTube ad recall by 188%...
One of dentsu’s clients wanted to generate better awareness and attention of its YouTube campaigns – and drive contextual relevance with key audiences. However, the team was finding it challengi...
Walibi Belgium and dentsu (re)launch the Kondaa
3 million reach for free? Mix classic media & branded content… then shake it!
After suffering two difficult years between COVID & massive flooding forcing to close the...
Intergamma: Data Driven Indexable Faceted Navigation URLs
All of Intergamma’s product lister pages contain the option to filter on a specific brand or product type in the facet navigation. Selecting a filter resulted in a URL with complex parameters. T...
iMonitor: Ad Quality Checker for Paid Social Campaigns
Sending potential customers to dead landing pages is a horror scenario. Money down the drain… iMonitor ensures paid social advertisements quality and automatically verifies clients' websites ava...
iScraper - Digital Demands Automation
In an everchanging world of innovation. The search for automation becomes the only solution to excellence.
iActivate: Campaign automation for small & mid-sized clients
Sola needs to show search ads for products that are in stock (DUH!). Based on proprietary iActivate Express-tool, we set-up a PPC account quickly. The scalable set-up allows the advertiser to up...
Albert Heijn: Data-driven DOOH campaign resulted in a new...
Albert Heijn used mobile data to gain insights into where and when reach specific customer sales segments. These insights were gathered and translated into a highly relevant, data-driven DOOH ca...
Blue Band: Small act of kindness
Blue Band supports families with growing up kids, also in times of Covid-19. We proved this by small act of kindness in a perfect fit with brand domain. #Kidsbakingforkids, create special moment...
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.
iProspect: Tele2
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...
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Cubanisto Chatbot
Unxpctd conversations with Cubanisto : for some, websites are not relevant anymore. Chat with Cubanisto’s friendly and dynamic Facebook bot to get the latest on parties, playlists and more.
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.
Volkswagen Road Tales
Children are increasingly looking to screens for entertainment on car journeys, so how can we use technology to stimulate children’s imagination while travelling?
For Volkswagen, we crea...