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Danske 50 Days of Summer

THE BRIEF:

Raise awareness of the Danske Bank Discovery Current Account offering, positioning Danske as the bank of choice for 11-17 year olds

Brand’s objectives: Increase Discovery Current Account opening figure by 20% year on year

THE SOLUTION:

Elevator created a campaign themed around school holidays spending money with an online prize draw offering prizes to be won every day for 50 days. Daily prizes were £50 vouchers for retail outlets with great appeal to 11-17 year olds such as Jack Willis, Nando’s, Moviehouse Cinemas, Starbucks, Top Shop, plus every week one lucky account holder won £150 lodged directly into their Discovery Current Account.

To enter the draw consumers needed to have or open a Discovery Current Account during the promotional period and enter their details online.

A media campaign with Cool FM extended the reach of the promotion with on-air vox pops of 11-17 year olds detailing what they would do with £150 or £50 cash during their summer holidays!

RESULTS:

  • 41% increase in accounts opened, based on the previous year
  • 2210 entries into the prize draw
  • 6438 Discovery webpage visits throughout the campaign – double the number of visits in the 2 months before the campaign