Cannes Lions

DE HUIZENPROMOTER

RED URBAN, Amsterdam / ABN AMRO / 2015

Awards:

1 Shortlisted Cannes Lions
Case Film
Case Film
Supporting Images

Overview

Entries

Credits

Overview

Description

Consumers tend to take a dim view of banks and public sentiment regarding the financial industry as a whole is negative. Deciding it was time for a change,

we came up with a branded content campaign that would run for a month.

We challenged conventions by offering to help clients by organising 31 unique promotional support activities (a different one each day) to advertise their homes to potential buyers.

We were looking to improve sentiment through the use of branded content. Rather than relying on paid media, we decided to create a spectacular viral video for social media to ensure high visibility for the campaign right off the bat.

Execution

Kick-off

We came up with the idea of ‘roller coaster home viewings’ to generate publicity for the campaign. The video ended up going viral, with a total of 36 million (non-paid) views across all social networks and the House Promoter rapidly became a trending topic.

Campaign

Advertising homes listed for sale by ABN AMRO customers to potential buyers every day for a month, based on original, personalised promotional ideas. We offered to help customers out by organising 31 unique promotional support activities (a different one each day) to advertise their homes to potential buyers.

Outcome

Most successful viral video ever for a Dutch brand

36 million views

470,000 shares, 250,000 likes

100 different video hosts (earned)

Over 10 million people reached by various house promotions

3,203,830 social media views, 43,217 social post clicks (additional result)

30,000 visitors, 8,074 participants, 5% sold their house (3% market average)

Highest-ever positive sentiment score for an ABN AMRO campaign

Positive sentiment: over 34% (benchmark 16%). Negative: 3% (benchmark 11%).

Rating for initiative: 7.1 (benchmark 6.3)

61% clients familiar with roller coaster video (target 20% aware of whole campaign)

41% clients familiar with the House Promoter support activities

22% clients quoted the key storyline ‘ABN AMRO helps its customers buy or sell their home with the House Promoter’ without being prompted.

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