Media > Use of Media
TALKING BUBBLES
TBWA STOCKHOLM, Stockholm / SBAB / 2003
Awards:
Overview
Credits
Overview
Audience
The communication goals were to increase the awareness of the brand SBAB in Stockholm and make people move their housing loans from the major banks to SBAB. The strategic goal is to position SBAB as the small but energetic company that challenge the banks for real. The creative goal is to surprise consumers and challenge the common channels for advertising.
Execution
The media team did an incredible job by supporting an almost impossible idea. They came up with the billboard format. They found 20 perfect locations. They helped us getting real facts about the apartments. Then, they made four categories of people approve each and every one of the billboards. Firstly, the client. Secondly, the city of Stockholm. Thirdly, the owner of each house. And finally, the actual person living in the apartment.
Idea
The reason this is a great idea is that every word of the campaign is absolutely true. We asked the actual person living in the apartment for fact about their mortgages and made calculations that are exactly correct. A guy who got a special deal with his bank was compared to SBABs philosophy to give every person the same interest rate. Another man, tired of speeding motorists, was allowed to add this message. And so forth. Altogheter, this made it very clear why SBAB is such a superior alternative to the banks.
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