A singer was created as a viral campaign communicating Raiffeisen housing loans. Main target group were younger professionals in need of their own homes, or homes for their new families.
A fun and usual communication was needed to overcome the negative perception of banks caused by the recent economical crises.
Therefore, an internet was chosen as the main communication channel, close to our target group, and at the same time allowing somewhat different and more open-minded and flexible, fun communication.
For the purpose of the campaign, we created our Singer – a character who for a month communicated solely through singing.
Singing was triggered by the outburst of joy the day he moved into his newly bought apartment, but the full story together with his reasons for singing remained unexplained until the last phase of the campaign.
Singing was chosen as one of the most up-lifting and fun activities – it has been scientifically proven to release stress and anxiety, enhance happiness and general well-being, all of which made an excellent metaphor for the new, flexible housing loans.
Singer was secretly filmed in different situations in public places all around the town of Zagreb, and short video clips were uploaded on the internet causing sudden public interest for the mysterious singing guy. Videos were placed on Youtube allowing thousands of viewers to comment on their favorite videos and share them with their friends.
A Facebook group I’m not a talent, but I can throw a show! was formed to help distribute videos to the Facebook fans. During four weeks of the viral campaign, 14 different video clips were shot and uploaded on line.
After four weeks, a TV commercial was played for the first time explaining the full story of the Singer through a fun musical-like form, with the main punch line – Housing loans, in tune with your needs.
The results are: 230.000 Youtube views, 96.000 views throught internet media and 14.000 Facebook fans.
Last but not least – the comments and interest have remained high and extremely positive even after the Singer has been revealed as a promotional campaign for Raiffeisen bank.
Bruketa&Žinić OM / Tanja Škorić (Creative Director), Ivan Čepelak (copywriter), Vanja Osredečki (Account Director)
Brlog / Tin Kadoić (Digital Strategy)
This project is the Effie Awards Gold winner.