Deutscher Sparkassen- und Giroverband e. V. & S-Communication Services GmbH "Schwein gehabt - Horror Game by Sparkasse."

ABOUT THIS ENTRY

A crazy girl with an insatiable lust for new toys, armed with a massive hammer, relentlessly hunting down the sweetest of piggy banks. No, not the next Hollywood horror blockbuster, but the making of the Sparkasse, Europe’s largest banking network, redefining branded entertainment with a fully-fledged video game, rated 16+, in Fortnite. Because how else do you surprise young people, saturated by advertising, and convince them that finance and saving money really aren’t that scary? 

How does this represent "Excellence in Engagement"?

Instead of interrupting and annoying young people with yet another commercial about finance and saving, Sparkasse became part of their cultural world with an emotional, immersive experience. 

The community didn’t just consume the content, they streamed it, played it, shared it, and kept coming back to it – entirely organically. 

“Schwein gehabt” moved the industry from interruption to participation, from awareness to interaction, and from advertising to entertainment that truly resonated. In doing so, Sparkasse not only reached and exceeded their goals, but further set a new benchmark for branded entertainment.

Objective

Young people experience money almost entirely in virtual form and spend it instantly. The result: a generation without any savings. So how does the Sparkasse, Europe’s largest banking network, convince this age group that saving and investments are worth it? 

Strategy & Execution

Our touchpoint was Fortnite – the world’s most played video game, where young people spend a lot of their money. Here we developed a free horror game with a fully-fledged storyline that reintroduced saving to the target audience. 

“Schwein gehabt” was born, produced by leading developers from the gaming scene and rated 16+. Players must rescue Berta the piggy bank from Tilda, a girl who spends money on toys rather than saving it. The mission: reach the Sparkasse building, where both piggy bank and savings are safe.

Organizations

• Game Developer	Beyond Creative
  Audio Agency	German Wahnsinn
  Animation Studio	Passion Pictures

Links

•   Website

Featured

• HandOfBlood

• Gnu
• Fibii
• Sev
• Mahluna
• RvnXMango
• KaddiTV
• Tobifas
• jen.nyan
• Bonjwa
• Asterpewpew
• Dhalucard
• Edopeh
• RBTV
• Rumathra
• DrHack

Credits

Robert Zitzmann
Managing Director
Jung von Matt

Katja Kraus
Managing Director
Jung von Matt

Alexander Michaelsen
Executive Creative Director
Jung von Matt

Ronnie Patt
Executive Creative Director
Jung von Matt

Carl Kuhn
Executive Esports Director
Jung von Matt

Annika Verborg
Head of Digital
Jung von Matt

Kevin Claus
Client Service Director
Jung von Matt

Muhamed Braimi
Creative Director
Jung von Matt

Henry Bollmann
Senior Copywriter
Jung von Matt

Christian Burch
Senior Project Manager
Jung von Matt

Sven Beverst
Senior PR Manager
Jung von Matt

Larissa Wolf
Social Media Consultant
Jung von Matt

Jona Schmidt
Art Director
Jung von Matt

Luis Niehoff
Junior Art Director
Jung von Matt

Leonard Wendt
Art Director
Jung von Matt

Silke Lehm
Leitung Newsroom
Deutscher Sparkassen- und Giroverband e. V. & S-Communication Services GmbH

Janine Schumann
Leitung Kampagnenmanagement
Deutscher Sparkassen- und Giroverband e. V. & S-Communication Services GmbH

Till Haverkamp
Leitung Strategie
Deutscher Sparkassen- und Giroverband e. V. & S-Communication Services GmbH

Danielle Haastert
Senior Kampagnenmanagerin
Deutscher Sparkassen- und Giroverband e. V. & S-Communication Services GmbH

Sandra Herrmann
Senior Projektmanagerin
Deutscher Sparkassen- und Giroverband e. V. & S-Communication Services GmbH

Anne Isreal
Chef vom Dienst (m/w/d), Newsdesk: Median & Social Media (Newsroom)
Deutscher Sparkassen- und Giroverband e. V. & S-Communication Services GmbH

Meike Drefahl
Kreativ Direktor
Deutscher Sparkassen- und Giroverband e. V. & S-Communication Services GmbH

Marcus Damm
Senior Berater Media
Deutscher Sparkassen- und Giroverband e. V. & S-Communication Services GmbH

Robert Grittner
Projektmanager Marktforschung
Deutscher Sparkassen- und Giroverband e. V. & S-Communication Services GmbH

Robin Steinborn
Berater Online Media
Deutscher Sparkassen- und Giroverband e. V. & S-Communication Services GmbH

Thomas Rienecker
Pressesprecher
Deutscher Sparkassen- und Giroverband e. V. & S-Communication Services GmbH

Jana Sysoeva
Digital Campaign Manager
Deutscher Sparkassen- und Giroverband e. V. & S-Communication Services GmbH