We helped create a campaign to attract new investors to Saxo Bank’s digital ecosystem and investment platform, SaxoInvestor.
“SAXOINVESTOR HAS SHOWN A REALLY STRONG PERFORMANCE ON ALL PARAMETERS. THE CAMPAIGN HAS SET NEW STANDARDS FOR HOW TO CREATE LONGER EPISODE-BASED CREATIVES THAT ARE RELEVANT TO THE TARGET GROUP. THE CAMPAIGN HAS MANAGED TO CREATE ENGAGEMENT, TO BECOME ‘TOP OF MIND’ AND NOT LEAST TO CREATE LEADS ALL THE WAY THROUGH THE FUNNEL.”
Saxo Bank wants to democratize investments and give control back to customers. The investment platform SaxoInvestor makes it easy to invest money – both large and small amounts, directly on your phone, tablet or laptop.
With SaxoInvestor, Saxo Bank wanted to position itself towards a new segment; ordinary bank customers who could benefit from learning how to invest part of their savings. In fact, it turns out that active investors can retire on average four years earlier than people who only invest passively.
But investing is quite complex and difficult to access for most people. Saxo Bank is best known for serving a very professional and wealthy target group. Thus, the campaign made it clear that the target group could quickly get started using the platform no matter how much money or investment knowledge they had.
Becoming an investor is a journey. It’s not a decision or something you do overnight, although SaxoInvestor has made it easier. Therefore, we had to build a user journey and associated content that could follow potential investors from their initial interest all the way to their first investment. Furthermore, the world’s most important investment advice from the man himself – Warren Buffett – is that you should invest in areas about which you know. That became a cue throughout the campaign.
Invest in what you know
We developed a campaign consisting of 4 tracks, which guided customers through the entire journey from being a passive to an active investor, which was designed for Saxo Bank’s entire digital ecosystem:
We produced more than 600 content pieces, all of which were reviewed, tweaked and approved by Google, YouTube, Facebook and Instagram to ensure it would achieve maximum impact.
The campaign started in Denmark and was later rolled out in Singapore, the UK and France.
TWO UNUSUAL INFLUENCERS
We teamed up with two notable influencers when it comes to investments. Signe Wenneberg, a pioneer in sustainability, and Anders Breinholt, a car geek. Signe and Anders were sent on an investment journey, and through six webisodes, they went from being investment novices to presenting their own portfolios to Saxo Bank’s investment experts.
INVESTMENT TOPICS IN 1 MINUTE
We produced some one-minute films for social media that explained complicated investment topics.
DYNAMIC TACTICAL TRACK
We developed tactical ads and banners for digital and social media. The banners were based on specific targeted contexts, scenarios and times of the day.