Ica-Banken wants to help their customers to a better economy. Unfortunately, the human brain hasn’t evolved that much since our biggest concern were trying to get through the day without being eaten by a sabre-toothed tiger. This means we aren’t really wired for long-term thinking, and often give in to sudden impulses. In fact, every time we do a small, unnecessary purchase our brain rewards us with a burst of dopamins.

We decided to help ICA-Bankens clients resist this by giving them the same dopamine-reward, and reminding them of their long term savings goal, by avoiding impulse buying. The solution: Sniff’n’Save – a card from ICA-banken which featured scratch and sniff scents of swedes’ most common saving goals.

One quick scratch and the smell of newborn baby will remind the customer of why they should think twice before spending money on cup of coffey or glossy magazine.