Immersive activation for SpareBank 1 Østlandet at Ypsilon Festival, Drammen (south of Oslo). Target 18–35. Entry Room taught how to enter the housing market via a playful, physical experience.
SpareBank 1 Østlandet set out to re-enter Drammen, a small city south of Oslo, after years with low presence, and win the trust of 18–35-year-olds: a generation dreaming of a first home, yet facing high prices, strict requirements and very low knowledge of the path in. As a bank with a societal responsibility to educate, SpareBank 1 Østlandet aimed to turn curiosity into confidence and conversations into customers. Goals: increase brand awareness in the region, raise financial literacy about saving and financing (incl. BSU – a special youth savings account with tax benefits), and generate qualified on-site advisory meetings that convert to long-term mortgage relationships and measurable market-share growth.
We flipped the classic escape room. Instead of breaking out, you had to break IN — to the housing market. The Entry Room was an immersive, gamified apartment where every decision taught a step toward home ownership. Participants resisted temptations, saw how small daily expenses add up, explored saving options like BSU, co-buying, or guarantors, adjusted expectations about location or renovation, and finally unlocked the door only if they learned the lessons. A focus group with young adults tested the proof-of-concept before launch, ensuring relevance. The installation was engineered for five years of reuse (~50 activations), making it both innovative and sustainable. By transforming complex finance into a tactile, festival-friendly game, SpareBank 1 Østlandet created an experience that educated, entertained, and built trust in one flow.
