Brand Experience and Activation > Integrated Promotional Campaign

DE HUIZENPROMOTER

RED URBAN, Amsterdam / ABN AMRO / 2015

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Overview

Credits

Overview

BriefExplanation

The House Promoter (Huizenpromoter) advertised houses listed for sale by ABN AMRO customers. We decided to forego traditional advertising styles for this ABN AMRO campaign: rather than producing generic, run-of-the-mill mortgage ads, we created a campaign that helped our clients, advertising the houses listed for sale by ABN AMRO customers to potential buyers.

The campaign offered personalised promotions to multiple customers every day for a month, extending across a variety of media, ranging from mega-billboards to aerial advertising banners.

The campaign kicked off with spectacular content: we organised a ‘roller coaster home viewing’ inside the house of an ABN AMRO client. The video ended up going viral, attracting a total of 36 million views.

ClientBriefOrObjective

To position ABN AMRO as a bank specialising in advisory services – a bank that is genuinely determined to help its customers successfully navigate the housing market and buy or sell a home.

- Attract over 200,000 earned views with the launch video – with no further commercial support whatsoever.

- Generate a minimum paid media reach of 10 million for the various daily promotional support activities.

- Improve the positive sentiment for ABN AMRO - result above the 16% benchmark.

- Ensure that 20% of ABN AMRO customers recognise their bank really does assist customers with the ‘House Promoter’.

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.

Relevancy

The House Promoter campaign followed one simple rule: make customers’ homes, rather than ABN AMRO, the central focus of the campaign ‘to show ABN AMRO really wants to help its clients’. We deliberately kept ABN AMRO ‘under the radar’ in all the various media we used.

In addition, ABN AMRO spent its money not on itself but on its customers. The one-month campaign featured 31 unique promotional support activities, using different local and regional media for every promotional activity.

In this way ABN AMRO offered its clients unique possibilities to attract the attention of thousands of potential buyers.

We kicked off with a high impact ‘roller coaster’ launch video to generate attention and invite customers who are selling their homes to participate.

We followed a set media calendar, which was not altered during the campaign.

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