SPARKASSEN-FINANZGRUPPE HESSEN-THÜRINGEN
FUTURE CUSTOMER
CAMPAIGN
HOW TO ATTRACT THE YOUNG TARGET GROUP?
Every year, we look forward to getting the young target group excited about the Sparkassen-Finanzgruppe Hessen-Thüringen. After two successful influencer marketing
campaigns with the Lochis, it's now time to shift our focus: from the young customers of the future who still rely on pocket money, to those who are currently emancipating them-
selves. To be more precise: high school graduates, trainees, students, and job starters who are making their own money for the first time.
WITH A CAMPERVAN!
Emancipation means leaving the nest and going your own way. Our target group, this shows itself in a great desire for travel and adventure. Together with the Sparkasse, we give them the opportunity to live these dreams
and simply leave everyday life behind. How? By rebuilding a camper van from the ground up and giving away three individually planned road trips. Of course, a faceless, off-the-shelf van wouldn't do. We chose one whose every
curve, every centimetre of chrome and whose friendly saucer eyes have been radiating freedom and individuality for decades: the VW T2 camper van, built in 1972.
MIXING IT UP
With the motto "Far away is easy", the Sparkassen camper takes on the starring role of the entire 360° communication mix and makes you really want to jump in and head
the horizon. In addition to the key visual, which will adorn billboards, advertisements and mailings throughout Hesse and Thuringia, the camper also invites the target group to escape
the daily grind via its own website, social media, a road show and a cinema spot.
from roadshow to road trip
For everyone who wants to experience the Sparkassen camper up close before the raffle, there is the Road Show: The star and grand
prize visits 14 university locations in Hesse and Thuringia and introduces itself personally to its potential drivers. In addition, we have curated
three Spotify playlists to convey the camper's sense of freedom musically, anchoring it in listeners' minds.
magical camper life
In the spot, we accompany a couple through their day once in the treadmill of daily life, and
once in the great outdoors with the camper.
At home, everyday life is usually boring and
unspectacular, but on the road, even the simplest things can become unforgettable.
WWW-Weitweg
The matching microsite invites visitors to
take part in the competition and bundles all measures in a storytelling format:
from roadshow dates to the cinema trailer, from the "making-of" to the social wall. No one has to travel #weitweg to get all the important
information. On your marks – click – and go!
Click the Road & Hit the Road
The camper not only tours Hesse and Thuringia, it also travels digitally through the social media channels of the Sparkassen savings banks. It leaves tracks under the
hashtag #sparkassencamper, which end up on the microsite's social wall. With a humorous GIF, we update the classic 1990s Sparkassen commercial "My house, my car, my boat" to
show what makes the camper so special: It combines everything in a tiny space! And this makes it the ideal companion for a road trip.
He runs and runs and runs...
Over 120,000 hits on our landing page and more than 10,000 registrations for the competition were reason enough to send
the Bulli and the target group a second time on their travels. With a total of five trips to win, a road trip to 25 university locations and an
additional Spotify audio spot, the Sparkassen Camper is giving us full speed once again.
