sparebank1 - 4 steps to freedom
AGENCY: POKE LONDON
CREATIVE // ART DIRECTION // COPYWRITING
The Brief:
Make SpareBank1's mortgage service the first choice for first time property buyers
(18-25 yrs) in Norway.
Poke's Answer:
We positioned SpareBank1 as the most helpful bank, at one of the most stressful times. A fresh and bold website simplified the entire house buying process into four (hamster) bite sized steps. We also made an online introduction film featuring a couple of rowdy dwarf hamsters living in a flat share.
Nitty Gritty:
Still saving up for somewhere to call your own? Believe it or not, first time property buyers in Norway are generally aged between 18-25 years old. Kitchen, an Oslo based ATL agency approached us to help their client SpareBank1 reach this tough audience and turn them into the bank of choice for these young home seekers.
We soon discovered that Norwegian first time buyers have a tendency to stick with their regular bank. And SpareBank1 are far from being the biggest player in the Norwegian banking world. This meant that we needed to find a new way to reach this audience and ensure that SpareBank1 were front of mind at this pivotal moment in their lives.
The idea needed to appeal to a young audience, and make the scary world of mortgages more approachable. Naturally, frustrated flat sharing hamsters were the obvious solution.
Collaborating closely with Kitchen, we created a campaign that involved a group of flat sharing hamsters in desperate need of more space and somewhere to call their own. A situation that many first time buyers will be all too familiar with.
The campaign stars Anna, a frustrated hamster living in a chaotic dwelling with her flatmates Takumi, Daniel and Charlotte. The ads follow Anna as she struggles to cope in her cage like environment until she finally decides to get her own place - with the help of SpareBank1.
Check out MC Hamster and the rest of the gang here. The TVC's and web videos were made with swedish production house StandArt.
Still shots by talented photographer Daniel Griffel.
TVC
online 4 step guide
behind the scenes
Photography: Daniel Griffel