CLIENT
SEB
BRIEF
Create a greater involvement and interest for savings and to active both new and existing customers to take hold of their savings.
CREATIVE SOLUTION
What would you do if you had all the money to do exactly what you want? To engage customers to get started with their savings, we created the thesis that everyone should have "ah-now-it's-time-to-skip-this" money at their savings account.
At the campaign site one could express their own "dream of freedom" (i.e. create their own version of the ads/banners in the campaign) and match it with an image and a font of their choice. The contributions were collected in a gallery which made it possible for visitors to browse and be inspired by all freedom dreams. Everyone who created their own dream of freedom also took part in a competition for a savings capital of 25,000 SEK. In addition to prize money, the winner got to see their work published as a banner on Aftonbladet.se, one of Sweden’s largest websites.
When one created an entry it was published at the campaign site and at the participant's Facebook wall. Thousands of contributions was created and spread the idea of having a freedom account. Many proceeded to create contributions even after the campaign period.
MY ROLE
Art Director (for Digital and Direct)
AGENCY
MRM//McCann Stockholm
AWARDS
Silver, Guldnyckeln
Leader, Echo Awards
