Kwitt, Sparkassen Debt Collector
Sparkasse
Issue 43 | June 2017
Agency
Jung von Matt/Spree
Creative Team
Creative Direction Johannes Hicks, Christopher Hoene, Frances Rohde, Pieter Snoeck, Nadim Habib Creation Julia Lackermayer, Peter Schönherr, Nils Frankenbach, Ole Nagatis Consulting Sven Rebholz, Carolin Spahn
Production Team
Production Management Daniel Adolph, Till Eckel Customer – Deutscher Sparkasssen- und Giroverband Silke Lehm, Alexander Stigler, Till Haverkamp, Katja Weber Customer – Sparkassen Finanzportal GmbH Lutz Plu¨mecke, Jana Dietrich Film production Markenfilm Berlin GmbH Director Harald Zwart Post-production Chimney Video personalization Wonderlandmovies GmbH Bot programming WhatsBroadcast Website programming UFOMammoot
Date
February 2017
Background
Though Sparkasse is Germany's oldest and best-known bank, the brand has always tried to be abreast of the newest technological possibilities.
In recent months, other advertisers had used messenger chatbots to engage their target audience but none had successfully managed to combine technology with entertainment.
Idea
Sparkasse have managed to use a chatbot in a completely new way.
For the first time ever, people can create personalised messages and send them to friends directly through the bot.
Promoting the Kwitt app, which allowed people to send money from one mobile phone to another, the campaign featured a muscle-bound colossus.
Users could get in touch with him via Facebook Messenger chatbot, book his services and create and share one of countless personalised messages.
If a friend owes you money, in the video you send the colossus is able to mention both the friend's name and the amount owed.
If no-one owes you money, the colossus can deliver a personal message in which you invite a friend to spend the evening with you.
Or you can get the 130-kilo man dancing in a hat and inviting your friends to a party. You could use him to deliver any kind of personal message.
The campaign launched with an online video that directed people to the campaign website, where the app could be downloaded.
The colossus also featured in TV, cinema and print advertising.
Results
Results not yet available.
Our Thoughts
Programmatic is the science of modern advertising. Technology not only gets the right message to the right person at pretty much the right time, it can automatically tailor the message itself to the specific moment. Now here's Jung von Matt bringing real creativity to the programmatic table, with personalised videos both sender and recipient will think are funny because they are so personal. This is genuinely cool stuff and in the 'Innovation' section of Directory because it's the cleverest fusion of art and algorithm we've seen to date and is certain to be copied countless times.
"The world in which our target group moves is characterised by technological innovations and a love of entertainment in the classic sense," says Silke Lehm, head of marketing communication at the Deutscher Sparkassen. Bang on, Silke.
Young consumers aren't just looking for experiences now, they expect them.