Best marketing campaign

Structured Products Europe Awards 2010

Peter Frösell, Handelsbanken

‘Are you Bull, Bear or Chicken?' is the blunt introduction to a campaign created by Handelsbanken for the sale of its bull and bear certificates. The bank spent little time messing around in a campaign that had been rewarded by Skr7.649 billion (€826 million) of sales by May 2010, according to the bank.

The campaign was built on a huge amount of research, which revealed some surprising results that were immediately integrated into the marketing campaign. "We found that 500,000 Swedes have substa