DSGV - DSGV x LEC
ClientDeutscher Sparkassen- Giroverband
To activate the LEC partnership, a unique and humorous brand narrative was developed in cooperation with one of Germany's biggest gaming influencers, "HandOfBlood" (short: Hänno).
Sparkassen Hänno - the new esports consultant of the savings bank was born.
The specially developed persona combines the consulting expertise of the savings bank with the well-known humour of the influencer, matching the humour of the community through native integrations of the brand in custom entertainment- and show formats.
Tension for the engagement was built up through a variety of activations: via a teaser stage, various content formats on social media and a twenty-minute trash-TV style show format à la Peter Zwegat, all leading up to the big showdown: a livestream on Twitch in which the new Sparkassen esports consultant was ultimately established in the community and celebrated as a cult character.