SEB banka launched a PR campaign called "Mum, I have a plan" to increase awareness of their children's savings offerings. The campaign involved various activities over a one month period before summer holidays, including distributing puzzles and surveys to 143 schools reaching over 69,000 respondents. It also included discounted tickets to Riga Zoo, an exhibition, TV and internet advertising, and a radio program hosted by children on International Children's Day. As a result of the campaign, 134,000 lats in sign-up bonuses were added to children's portfolios and over 840,000 people were reached, with SEB becoming the preferred provider for children's savings among 28% of parents.

1. Campaign for children long term savings "Mum, I have a plan" Category: Consumer Relations Agnese Strazda AS "SEB banka ”, Head of Communications

2. Here is the story of a 25 lucky kids and a PR campaign

3. SEB life insurance had market share in life insurance market Only of parents knew that our insurance has a special saving offer for their children %

4. A summer camp

5. 25% discount for Riga ZOO family ticket

6. 69 839 respondents [email_address] ****************

7. Our goal of the PR part of the campaign was to increase the awareness of savings for children by using different PR tools

8. We launch our campaign one month before summer holidays

9. 143 schools * 30 days

10. Puzzle and survey in draugiem.lv

11. We invited children form SOS Children Villages to visit ZOO

12. Exhibition “The world of Child 2009”

13. TV, internet site and their e-journal

14. As the 1st of June is the International Children day, radio SWH program was managed by children of different ages

15. Results

16. 134 000 lats as a sign premiums were added to the portfolio

17. More then 840 000 people were addressed

18. With a 28% market share parents preferred SEB in 1.st place for their kids after the campaign