SKAGEN Fondene, one of Scandinavia's leading investment associations, wanted to strengthen their market position. The goal of the campaign was therefore to engage in dialogue with qualified leads in the tier just below the wealthiest individuals.
The Rich List
SKAGEN Fondene
How high are you on The Rich List in Denmark
The communication was targeted at a specific archetype that we knew was strongly driven by success but also difficult to engage through traditional marketing and rarely reveals itself in a commercial context.
The curiosity that the question evokes aligned well with the archetype's need to reflect on its own success. This formed the basis for the strategy and the creative development.
The classic motifs from the Skagen painters were used as a conduit for the communication. Online banners helped generate traffic to a campaign site with a calculator where users could input a few details and, based on data from Statistics Denmark, calculate the size of their wealth. It then compared the result to the individual private wealth of the entire Danish population. This made it possible – with great precision – to provide each user who made a calculation with an individual ranking on the wealth list.
The strategy paid off. In addition to a significant branding effect, we engaged in dialogue with several hundred qualified leads in the right league, with a reported total wealth of over 100 million dollars. The dialogue was maintained through a flow consisting of email marketing and phone contact.
The campaign was active from late September 2015, and the results were assessed before Christmas that same year.
The media budget for the first few months for banners was 410,000 DKK, which generated a total of 20,600 visits from sources including Børsen, Finanswatch, penge.dk, and via RTB.
In addition to a clear branding effect and brand awareness value, the campaign generated 20,600 visits to the campaign site, resulting in 25,820 calculations and concrete qualified leads.
Results
The campaign was an undeniable success for SKAGEN Fondene in Denmark, generating activity for their wealth advisors, million-dollar potential, and, not least, new customers. All of this was based on data and a data-driven strategy to leverage the target audience's curiosity about knowing: How high are you on The Rich List?
Visitors
Over 20,000 visitors to the campaign site.
Valuable Leads
Leads with a total wealth of over 700 million DKK.
Awards
The campaign won a Danish Digital Award in 2016 in the category of Data Driven Marketing and won an ECHO Award in 2016.
