Hamburger Sparkasse: "Haspa World Savings Weeks" Digital Campaign
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The Challenge
Haspa wanted to remind young audiences of the importance of saving money and make their MäuseKonto ("Mice Account", children's account with 2% interest) relevant again during World Savings Weeks 2021. The opportunity: Use mascot "Manni the Mouse" to build emotional bridges between parents and children and redefine saving as a playful experience.
Our Solution
We turned the figurative meaning of "dough" for "money" (in German: "Knete" for "money" and "clay") into literal reality. Manni the Mouse, a loveable piggy bank, and a racing car were sculpted from actual modeling clay and brought to life in three animated social videos. Users could follow the creative process through behind-the-scenes content and later build their own figures using a Pinterest craft tutorial. The campaign ran cross-platform on Facebook, Instagram, Pinterest, and TikTok.
Results
High engagement rates across all social channels
Strong resonance with parents and children
Measurable new registrations for the MäuseKonto
Haspa reinforced its position as a likeable, family-friendly bank
Blueprint for creating sympathy for traditional financial products through surprising storytelling.
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