For nearly 190 years, Sweden’s second largest independent bank Sparbanken Sjuhärad has played a central role in the success of the Sjuhärad region. Together with its ownership foundation, the bank has annually contributed to a more prosperous local community by supporting local initiatives. With the new communication concept “Mer än en bank”, developed in collaboration with Priority, Sparbanken Sjuhärad aims to increase awareness of its unique business model.
The communication campaign includes digital ads, print media and OOH advertising and is now live across the Sjuhärad region. The creative material highlight the people behind the initiatives supported by Sparbanken Sjuhärad, such as local entrepreneurs and athletes.
– With this campaign, we want to highlight how we as a local commercial bank differentiate from other banks. By doing successful business, our profits can be reinvested in the local community and create opportunities for everyone who lives here. This is what makes us into something more than an ordinary bank, says Victor Fridén, Head of Marketing and Communications at Sparbanken Sjuhärad.
Priority quickly realized that they wanted to include the local community in the communications material.
– The concept “Mer än en bank” is based on three keywords, which we believe summarize Sparbanken Sjuhärad and their way of working; hyper-local, human, and digi-physical, says Angelica Stebrand, Vice President at Priority.
In addition to creating the concept, production and activation of the external communications material, Priority worked closely together with the bank to further develop its values. Starting from internal workshops together with the bank’s employees, the values were modernized. In addition, a digital platform was created communicating the values, in order to intergrade them into the everyday working life of Sparbanken Sjuhärad’s nearly 200 employees.