Sparkasse "Unhide the Price“
The 6th Annual Awards
- Best Communications Strategy
- Best Engagement for Good
ABOUT THIS ENTRY
Games hide the true price of skins and other items behind made-up in-game-currencies. Leading gamers to often spend more money in games than they initially intended to.
The Sparkassen, Europe’s largest financial services group, fought back by converting in-game-currencies back into Euro. With a special microsite, a first of its kind AR-App and a browser extension. That way gamers got back control of their finances in games.
And they loved it. Prominent community figures showcased our specially developed tools on stream and talked about the importance of our case.
How does this represent “Excellence in Engagement”?
More than raising awareness to the issue of price concealment in games was done. The microsite, AR-App and browser extension also provided a free and useful solution.
The Sparkassen expanded on their gaming commitment and built an initiative for more financial transparency in gaming around this campaign.
A debate was fuelled by the campaign and helped push for positive change. But it also got gamers to use and engage with the Sparkassen’s newest tools.
Objective
Games are full of predatory sales tactics. The main one being made-up in-game-currencies with the purpose of concealing the true price of skins and other items.
The goal was to tackle this lack of financial transparency in games. For this the focus was on the Sparkassen’s mission to financially educate and on the brands genuine dedication to games.
Meanwhile the campaign had to be integrated in a seamless and authentic way and add real value to the experience of gamers.
Strategy & Execution
The gaming community is very sceptical towards brands. Authenticity, genuine understanding of the community and providing real value are key in one’s ability to reach them.
That’s why more was done than raising awareness: First the price of the most popular in-game-currencies were calculated. Then a tool that converts any given amount of in-game-currency back into Euro was created. Next, this to tool was used in combination with AI technology to create an adjacent AR-App and browser extension. Finally, this solution was provided for free to the gaming community.
Organizations
- Jung von Matt SPORTS Jung von Matt Nerd Deutscher Sparkassen und Giroverband e.V. S-Communication Services GmbH
Links
Credits
Robert Zitzmann
Managing Director
Jung von Matt SPORTS
Katja Kraus
Managing Director
Jung von Matt SPORTS
Ronnie Patt
Executive Creative Director
Jung von Matt SPORTS
Alexander Michaelsen
Executive Creative Director
Jung von Matt SPORTS
Grischa Mentgen
Creative Director
Jung von Matt SPORTS
Mattias Jahn
Creative Director
Jung von Matt SPORTS
Ralf Bierhenke
Principal Creative Art
Jung von Matt SPORTS
Leonard Wendt
Art Director
Jung von Matt SPORTS
Maurice Breuer
Junior Copywriter
Jung von Matt SPORTS
Mayra Schmidt
Junior Art Director
Jung von Matt SPORTS
Carl Kuhn
Executive Esports Director
Jung von Matt SPORTS
Kevin Claus
Client Service Director
Jung von Matt SPORTS
Christian Burch
Project Manager
Jung von Matt SPORTS
Moritz Hansen
Junior Project Manager
Jung von Matt SPORTS
Thanh Dao
Managing Director
Jung von Matt Nerd
Sebastian Stenzel
Director Quality Assurance
Jung von Matt Nerd
Jasmin Singh
Senior Motion Designer
Jung von Matt HAMBURG
Silke Lehm
Leitung Newsroom
Deutscher Sparkassen und Giroverband e.V
Janine Schumann
Leitung Kampagnenmanagement
Deutscher Sparkassen und Giroverband e.V
Till Haverkamp
Leitung Strategie
Deutscher Sparkassen und Giroverband e.V
Juliane Rentsch
Senior Kampagnenmanagerin
Deutscher Sparkassen und Giroverband e.V
Nic Gasser
Senior Digital Campaign Manager
Deutscher Sparkassen und Giroverband e.V
Sandra Herrmann
Projektmanagerin
Deutscher Sparkassen und Giroverband e.V
Anne Israel
Social Media, Senior Creative Producer
Deutscher Sparkassen und Giroverband e.V
Stefan Krüger
Content Marketing Manager
Deutscher Sparkassen und Giroverband e.V
Christian Janetzki
Kreativ Direktor
Deutscher Sparkassen und Giroverband e.V
Marcus Damm
Senior Berater Media
Deutscher Sparkassen und Giroverband e.V
Robin Steinborn
Junior Berater Online Media
Deutscher Sparkassen und Giroverband e.V
Katharina Panetzky
Kommunikationsmagagerin Strategie
Deutscher Sparkassen und Giroverband e.V
Thomas Rienecker
Pressesprecher
Deutscher Sparkassen und Giroverband e.V
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