Hjelpharen.no
CAMPAIGN IN SHORT:
“Help the Easter Bunny” (hjelpharen.no) was a competition initiated by Postbanken (Norwegian bank) in connection with the Easter celebration 2010. Your job was to help the Bunny to escape from a big heap of Easter nuts to enable him to help others. Doing so, you could win different daily prizes and at the same time participate in a lottery for the Jackpot. This was a sum of money to be won by a charity organization of your choice.
KEY FIGURES
62 787 Visitors
33 430 unique visitors.
342 225 Pageviews.
2 minutes average time on site
2 092,9 hours spent with Postbanken
as a brand
CAMPAIGN BACKGROUND:
Easter is a quiet holiday when people are relaxing. Crime, Easter nuts, crosswords, games and mysteries are common around Easter time. Postbanken is a bank with a profile for helping people and wants its customers to have a positive experience with the bank. That’s the reason why the campaign was made. Everybody – clients and others – could help, win prizes and be entertained while having a relaxing Easter.
THE CONCEPT:
The Easter Bunny was on its way out the door with its big Easter egg which he was about to give to a charity organization. While switching off the light, he pulled the wrong string and an attic hatch opened and a huge heap of Easter nuts fell down burying him. All participants should give the bunny a helping hand by cracking all the nuts where he was buried so he was able to deliver his egg. At the same time one could win prizes and decide which organization should win the big Easter egg.
METHOD:
Each participant was allowed to crack three nuts every day. By sending an e-mail telling a friend about the competition, you got two extra nuts to crack. This could be done every day during the 16 days campaign period. All the time you could see how many nuts that were cracked, and the big heap of nuts was shrinking. The last day was used for drawing the winner and announcing who was to win the big egg.
PRIZES:
The competition had one main prize and many smaller – iPad, Xbox, iPod, lottery tickets and backpacks. Every day new prizes was introduced. In the Big Easter Egg was 9,500 NOK.
MEDIA/TRAFFIC:
Banners Dagbladet.no
Banners Postbanken.no
Google ads
Social Medias
Reminder E-mail
Invite a friend with Facebook and E-mail.
CREDITS:
Creative concept by Bates Interactive.
Design and Production by Hyper Interaktiv.
BATES INTERAKTIV:
Andreas Aichberger (AD)
Gunnar Frigaard (AD)
Jan Thomas Pettersen (Web producer)
Tina Jørgensen (Account)
Jan Erik Rønning (Copy)
HYPER INTERAKTIV:
Lars-Petter Windelstad Kjos (Consultant)
Ingeborg Justnes (Project manager)
Marcus Kjeldsen (Design og 3D)
Henrik Moss Mathisen (Illustration)
Terje Gran (Flash development)
Johannes Gorset (Development)
POSTBANKEN:
Monica Mathiessen (Brand chief manager Postbanken)
Bjørnar Bråthen (Senior Consultant Market)
Anne Wold (Senior Consultant Market, Net and Mobile)
Lars Anners Dysthe (Frontend Developer, DnB NOR Bank ASA)
RESULT:
16 day campagin.
62 787 Visitors
33 430 unique visitors.
342 225 Pageviews.
2 minutes average time on site
2 092,9 hours spent with Postbanken
as a brand
1/3 of the traffic was direct.
1/3 of the traffic came from Postbanken.no
0,37% Klick rate on Banners from Dagbladet.no