Sambla Group has acquired around 15 different loan-comparison services across the Nordics. In 2022 Sambla chose NØRR3 to build a media strategy for 2023 for the Rahalaitos and Omalaina brands, and to buy and operate the media. In addition, NØRR3 is responsible for building attribution modelling together with the international team and for weekly competitor tracking.
Result
0 %
awareness growth
We are very pleased with the collaboration with NØRR3. They have been a key partner for us in the Finnish market from overall media strategy to operational topics. We also value the flexibility that NØRR3 has shown when our plans have changed at short notice. We are happy to recommend NØRR3.
1. Objectives
How the project began
NØRR3 took part in Sambla's agency pitch together with the Independent Nordic Network, of which NØRR3 is a member. Sambla liked the strategy NØRR3 had prepared, and the collaboration found its rhythm right away.
Wishes and needs
Sambla hoped its new media agency would bring deep strategic expertise, the ability to operate quickly and dynamically, and the skill to create standout media plans. Sambla's goal was to lift both brands to the top of results on several metrics. Good negotiation skills when making media-house agreements were also important to Sambla.
2. Solution
What we proposed
Omalaina and Rahalaitos largely share the same target group. NØRR3 proposed a media strategy where the brands support each other throughout the year, but with fairly large differences in the media mix. Thanks to the channel differences and attribution modelling, we can see the effectiveness of the marketing and the channel- and media-specific differences and development areas especially well. With three years of competitor research we immediately saw the competitors' weaknesses and could use that in the advertising right away. The media selections include a broad but coherent set of channels.
What we did
- Competitor analysis by media and weekly over the past three years.
- A media strategy and a precise media plan by channel group, by channel, and e.g. by spot length for Omalaina and Rahalaitos separately, plus strategic, mutually supporting differences.
- Media buying and operations.
- Precise measurement, continuous competitor and brand tracking, and continuous attribution modelling.
Methods we used
Competitor analysis
Competitor analysis by media and weekly over the past three years.
Media strategy & plan
A precise media plan by channel group and spot length for Omalaina and Rahalaitos separately.
Measurement & attribution
Precise measurement, continuous brand and competitor tracking, and attribution modelling.
3. Results
Rahalaitos and Omalaina quickly rose to become Finland's best-known brands across all desired metrics in loan-comparison services, incl. top-of-mind, awareness, consideration and preference. In loan-comparison assignments the results are in line with the plan.
Results in Numbers
0-2
Rankings in the key metrics
0 %
Awareness growth, e.g. Omalaina
0 %
Ad recall, e.g. Omalaina
0
Optimized media mix across all channels
Creative execution
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