SPARKASSE BANK

FUTURE CUSTOMER

CAMPAIGN

INITIAL SITUATION AND OBJECTIVE

In most cases, the Sparkasse bank has known its young target group of 14 to 25 year-olds since early childhood. However, as these young adults start to become more independent and earn their own money, they often begin looking around for another financial institute.

Panama's objective was therefore to generate greater affinity with the target group by reaching out to young people in their world and positioning the bank as a powerful and attractive financial partner.

IDEA AND IMPLEMENTATION

As suggested by a study by the Zukunftsinstitut*, the best campaigns today are not made for young people, but with them. Following this principle, Panama enlisted the help of the popular YouTube stars Roman and Heiko Lochmann, alias "DieLochis". With over 1.9 million subscribers and more than 547 million video views, they rank among Germany's most popular YouTubers (as at: start of 2016). The "Lochi vs. Lochi

EXTREME – The European Dual" contest saw the twin brothers embarking on a race consisting of several stages and pitting them against each other in different battles in the cities of Erfurt, Frankfurt, London and Barcelona. To kick off the influencer campaign, a cinema advertisement was released showing the "DieLochis" talking about the promotion. The campaign was also supported by billboards,

advertising pillars and POS materials. Fun clips of the challenges were shown on YouTube and the interactive microsite. Viewers could share the videos with friends and vote on the loser’s penalty. Participants in the vote were entered in a draw for some great prizes, such as a chance to meet the YouTube stars and one of 80 Lochi fan packages, each including two tickets for the twins’ big live tour in October and November 2016.

OBJECTIVE ACHIEVED

Thanks to the scientifically documented winning combination of strong influencers and easily shareable content*, a 900% increase in views was recorded in comparison with the previous year's campaign and with an identical budget.

*(Source: zukunftsinstitut.de, study: Youth Economy)