How to Win the Hearts of Norwegian Bankers
Overview of this campaign
On a freezing March morning last year, our team put our warmest coats on and brought barista-made coffee, croissants and big smiles to the headquarters of Norway’s largest bank.
We had two main goals: to give our customers, the bank employees, a fantastic start to the day, and to remind them to use their Schibsted B2B subscriptions.
If we couldn’t convince the bank decision makers that our platform was crucial to their employees, we risked losing a million-dollar contract. We had to find a way to communicate with the bank employees and turn them into readers.
We asked our colleagues what they associated with a good morning, and the answers were coffee, news and for someone to wish them a great day. Inspired by this, we parked our coffee bike outside the bank, and offered the employees the perfect “good morning feeling”. A sticker on the coffee cups acted as our call to action to remind the customers to activate their Schibsted B2B subscriptions, and we kept the campaign going throughout the year through digital events, emails and Facebook ads and posts.
We wanted to win the hearts and souls of the Norwegian bankers, but did it work?
Results for this campaign
We wanted to win our customers’ hearts, but did it work?
Absolutely - more than 60% of the bank’s employees are now using the Schibsted B2B platform and 70% of active users open their personalised “good morning” emails. The bank also renewed their contract, citing our close and personal relationship as a contributing factor.
We also increased revenue by an incredible 44% in just one year, and making the customer the focus of our communication strategy was key to this success.