Nykredit Street Masters: Viral City Center Golf?

Written by Igor Beuker on October 21st, 2008 | 4 comments

The viral campaign Street Masters created by the Danish viral agency Club Viral for Nykredit, Denmark’s biggest financial institute, caught my attention. Have your ever seen a golf tournament in a city center…

The campaign targeted house and apartment owners in Denmark. Campaign goals were: 1. to create 100.000 viral clip views in Denmark, 2. increase awareness of the Nykredit Masters (female golf tournament) and 3. increase the Nykredit brand preference.

The concept of the campaign fitted the communication strategy “Think New” (in Danish “Tænk Nyt”), under which Nykredit wanted to activate its sponsorship of the international golf tournament Nykredit Masters (held that weekend in Copenhagen).

Natural and paid seeding were done by GoViral. The offline PR agency triggered the Danish offline media, that media played a significant role in the campaign, since it was widely covered in broadcast (TV) and print media (Newspapers).

The online display ads leading this campaign dropped consumers at the Nykredit Street Masters micro site.

I like the campaign concept. And I feel more viral commercials created by Club Viral are worth watching. I would like to see a case study and the brand tracking results as well though. But, more important: how do you rate this Nykredit campaign?

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4 Comments

• Jakob Mikkelsen says:

  October 27, 2008 at 13:29

  It’s a very good way of tuning in to the street sport-craze. I’m not so fond of the one-minute version, but this original 4-minute version is a stroke of genious:

  http://www.youtube.com/watch?v=9Y4K62Yjc7A

  Being danish I understand the words, and I’m especially fond of the casual tone of the commentators:

  “Obviously, Amanda didn’t read the local rules. She didn’t know that she was allowed a drop for a ball embedded in a car window”

  Reply
• Igor Beuker says:

  October 27, 2008 at 13:32

  Hi Jakob,

  Agree, the 4 minute is witty and smart!

  And in more virals the tone of the commentators make the difference..

  Remember Trojan Games

  Cheers

  Igor

  Reply
• dboy says:

  October 29, 2008 at 14:29

  Hi,

  I cannot understand a word… but the music, the camera shots and the tone of the commentaters is spot on.

  Nice!

  Dan

  Reply
• Igor Beuker says:

  October 29, 2008 at 14:32

  Hi Dan

  Yes Danish can be tough
  But its pretty cool, right? Especially considering most financial players bore there target audience to death with their TV commercials or print ads.

  Cheers

  Igor

  Reply