| Title | Household finances are really fun! |
| Agency | Doe Blomberg Gottberg |
| Campaign | Household finances are really fun! |
| Advertiser | SBAB Bank |
| Brand | SBAB |
| Posted | November 2018 |
| Business Sector | Banking & Financial Services, Investments, Stock Brokers |
| Story | SBAB wanted to take a position as the go-to bank for household finances; generally increase brand awareness, brand liking, and reach top of mind when it comes to mortgage loans.The problem? Well, even if Swedes rationally understand why household finances are important, they find it boring, or even worse – just don’t care. And SBAB being a state-owned bank really does not help.So, SBAB needed to create stickiness in another way. Leave the rational arguments behind and simply focus on inviting people to explore SBAB and housing economy in a new way.We set out to create communication so fun, daring, and interesting that people actively want to engage with it. And in the end, even pay to watch our advertising. This resulted in a quest to make household finances really fun. With the ultimate goal to make people pay to go see a comedy show about it.The mission was given to Swedish comedian Erik Haag. Then, we booked one of Sweden’s largest venues. Giving him 8 months to complete the absurd mission. And fill up 10 000 seats. To create awareness for the campaign, the journey towards the big show was documented in a web series. The series focused on sharing Erik Haag’s anxiety with our audience – adding a nerve – would this venture succeed?SBAB focused on a year of fun and entertainment – culminating with a sold-out comedy show about household finances. 2,5 hours of quality brand-time that people actually paid to see. |
| Problem | SBAB is a Swedish state-owned bank that offers mortgage- and private loans, savings accounts and financial advice. |
| Media Type | Case Study |
| Creative Lead | Fredrik Blomberg |
| Account Supervisor | Tommy Gottberg |
| Project Manager | Tommy Gottberg |
| Copywriter | Carl Daag |
| Art Director | Nils Axel af Malmborg |
| Digital Strategist | Malin Burén |
| Production Company Producer | Helgeson Moll |
| Director | Anders Helgeson |
| Production Company Producer | Daniel Moll |
| Agency Producer | Nicki Hallenberg |
| Agency Producer | Erika Vestman |
| Illustrator | Joakim Areschoug |
| Programmer | Harris Dailianis |
| Programmer | Fredrik Larsson |
| Marketing Director | Lukas Krol |
| Advertising Manager | Klas Danielsson |
| Marketing Director | Elizabet Jönsson |
| Advertising Manager | Pernilla Thunblad |
| Advertising Manager | Camilla Hahn Fortkord |
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