There was a heavy blow when the finance company placed NOK 1,078,218 in cash in a box in the forest. Eventually they had to remove the cash and replace it with a note for security.
Six months later, they have launched the same stunt. Now the sum is NOK 1,093,072. The amount represents how many people in Norway have interest-bearing consumer debt.
On Monday morning, the new box was put out, also this time without the cash. The winner will have the amount transferred.
– It created a lot of engagement. At the same time, we were able to focus on an important and current problem. Many Norwegians have high consumer debt. That’s why we’re doing this again, says general manager Alf Gunnar Andersen to BA a few hours after the hunt has started.
He hopes for the same commitment as last time.
– Of course we hope for attention. It’s always fun with a bit of chaos, he says, and reveals that they already see that many people are involved.
Lesson learned from last time
The company has made some changes and learned from last year, according to Andersen.
– We’ve got a better live stream, because last year it couldn’t withstand the big load. This year it will be more stable, he says.
Cash has also been dropped from the start of this year.
– It was a moment of stress for us and could have led to more people becoming anxious, he says and adds:
– The most important thing for us is that people don’t run away. Since we have removed the cash, we can disqualify those who do illegal things. When it’s just a piece of paper, we have a bit more control over it. The participants must listen to us anyway.
– Aren’t you afraid that people will go completely crazy and injure themselves to find the box?
– No, we would probably have been more afraid of it if we had had the cash in the box. Now we control the rules, and as mentioned can disqualify.
Andersen is excited about how long it will take before someone finds the box this year.
– Last year it took barely six days and in the first few days it was not so widespread, so I would guess that it will take less time this year, says the Horde boss.
Will spend the budget on the customers
Through the finance company’s app, newsletter and live broadcast, customers are served more and more hints about the location, which can be anywhere in the country.
– We wanted to use the marketing budget on the customers instead of Facebook and Instagram. They have enough, Andersen said in October.
Andersen believes the generous sum of money is in the company’s spirit, but also makes no secret of the fact that the stunt benefits the company.
The last time they pulled off the stunt, the Horde app became the most downloaded free app for days in a row.
Marketing expert impressed
Marketing professor Lars Olsen at BI gave the company credit for coming up with something new and fun last year.
He then believed that the company risked attracting people who were interested in the stunt and that it would probably take more similar things over time to build a brand.
Olsen also opened up about the risk of organizing and participating:
– I get a little worried about how far consumers are willing to go to win. People can go over corpses for such a sum, and I’m not sure if people have thought through that risk. It can bring out some personality traits that are not so positive. Then it is something else to compete for a concert ticket or a year’s worth of shampoo.
also read
