The Electric Bike Banner
Vattenfall
Issue 34 | March 2015
Agency
MRM//McCann Stockholm
Creative Team
Account Director: Erik Frisell Account Manager: Karolina Tysell Creative Director: Fredrik Hildebrand Designer: Tobias Vermehren Developer: Arnolds Verins Interaction Designer: Eric Gullberg Interaction Designer: Fredrik Sundqvist Art Director: Erik Olsson Executive Creative Director: Johan Blomström
Other Credits
Digital Campaign Manager: Mats Hökdahl Project Manager Marketing Communication: Maria Engström Project Manager Marketing Communication: Cecilia Björklund Market Analyst: Louise Hammarberg Market Manager: Åsa Landenberg
Date
July, 2014
Background
Vattenfall is always striving to help people reduce their energy consumption. And more than 30 % of the average Swede's total energy consumption is related to transportation. Like car commuting for example. To help people reduce their energy consumption and environmental impact, Vattenfall decided to promote electric bikes as an alternative to cars.
Idea
Since distance to the city center and time of transportation are key factors when looking for a new home, Vattenfall teamed up with Sweden's largest real estate website – Hemnet. First real-estate-ads were selected with houses located at a suitable distance from the city center in Sweden's three largest cities, Stockholm, Gothenburg and Malmo. Then a banner was created that showed up next to the real-estate-ads. In real time, the banners fetched the address from the real-estate-ad, then combined the features of an electric bike with the features of Google Maps in order to calculate and show you how quickly you could go from each house to city center using an electric bike. By combining different messages with specific directions we generated more than 18 000 unique banners. Each banner came with a voucher giving you a 1 500 SEK discount when buying an electric bike. Each banner also showed the best path for bicycling.
Results
The Electric Bike Banner generated a CTR that was three times higher than an average display banner. It is also remarkable that 2 700 people downloaded the voucher. It is equivalent to 20% of the total sales of electric bikes in Sweden in 2013 (the year before the campaign).