With Handmade Creativity from Play Dough to Money: Promotion for the "Haspa Mice Account"
Background and Challenge
Hamburger Sparkasse faced the challenge of promoting their 2021 World Savings Weeks in a fresh and attention-grabbing way. The goal: to inspire parents to open a "Haspa Mäusekonto", the innovative children's savings account from Hamburger Sparkasse, while creating an emotional connection that appeals to both adults and children. The topic of saving needed to be communicated in a playful and tangible manner – far removed from dry financial products.
Approach and Realization
The concept took the German word "Knete" (both meaning "dough/clay" and slang for "money") literally and brought Manni, Hamburger Sparkasse's mouse mascot, to life as a hand-sculpted clay figure. The entire creation process was filmed from an "over the shoulder" perspective, capturing authentic behind-the-scenes footage. This showed every work step – from attaching an eye to sculpting a shoe.
The campaign strategically launched with an attention-grabbing teaser video on social media, serving as an appetizer for upcoming content. In parallel, the team developed a step-by-step tutorial for recreating the clay figures, made available as a download on Pinterest and the landing page. This was followed by three animated video posts for Facebook, Instagram, Pinterest, and TikTok, featuring Manni alongside a piggy bank and a race car sidekick promoting the benefits of the children's savings account.
Results
The campaign created a unique connection between traditional craftsmanship and modern marketing. Through the vibrant clay figures, Hamburger Sparkasse successfully communicated their offer – 2% interest and €10 starting credit – in an emotional and entertaining way. The behind-the-scenes content not only strengthened awareness of the World Savings Weeks but also fueled the community's interest in creative content. The project successfully appealed to both young "savings kings" and adult "craft enthusiasts," transforming saving into a tangible adventure.
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