Finance

Financial products and services including: communications promoting overall image and capabilities of a financial institution.

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2018 BRONZE

Préstamos familiares

El Banco Hipotecario necesitaba duplicar las ventas de créditos personales. Pero claro, el banco es conocido por otorgar créditos para la vivienda.Entonces, ¿cómo ser relevante en un producto donde el banco no tiene tanta visibilidad?Relanzando un producto individual como son los créditos personales y convirtiéndolo en un producto para toda la familia. Banco Hipotecario lanzó para navidad, los nuevos Créditos Familiares. Exclusivamente destinado para comprar cosas para la familia. Una pequeña innovación que obtuve un logro gigante. Tanto que pasó de ser un producto estacional o un producto de oferta permanente.

Brand: Banco Hipotecario
Client: Banco Hipotecario
Agency: Leo Burnett Argentina
Language: Spanish

2018 BRONZE

Zoveel is duidelijk

Up until 2016, Mobile Vikings was proud to claim it never paid for advertising, growing solely through member-gets-member. So how do you grow without losing your early adopters? And how can a no-advertising brand run TV campaigns without losing its brand essence? As a small challenger brand, Mobile Vikings didn’t want to offer packs with TV or fixed phone, but it did have the ambition to become the challenger in a larger mobile-only segment by adapting its product offering, start offering postpaid plans and broadening its target audience beyond its early adopters.

Historically, the target audience of Mobile Vikings consisted of tech-savvy youngsters who were early adopters in all things technological. They were a niche audience who loved Mobile Vikings for its heavy mobile data offer. Mobile Vikings had to step outside its brand niche and move to a broader audience.

Our main objectives for 2017 are the acquisition of new clients and making sure 33% of all new Vikings are postpaid Vikings. To do this, the brand awareness of Mobile Vikings must increase. We also have to create a strong association between our communication and the perceived brand values so Mobile Vikings doesn’t lose its brand essence of a challenger (different than the market) with a customer-centric approach (simple + customer-centric) and a fair deal (best deal in mobile data).

Brand: bpost bank
Client: bpost
Agency: DDB Brussels
Language: English, Dutch

2018 BRONZE

Eigenlijk is een bank zo gek nog niet

How do you attract the clients of tomorrow? For banks, it hinges on timing: banks need to attract and retain youngsters before they are 25 years old. That’s the moment when they have their first income and start taking up loans, insurances, etc. Attracting clients after 25 is infinitely more difficult and expensive. In precisely this segment, ING faced some serious challenges. Since youth clients don’t own any bank products other than a bank account and banking app, they are quick to leave ING and have very low loyalty levels. In addition, ING has no specific youth offer towards the 18 to 25-year olds and is being outspent by its biggest competitor in the market. But the biggest problem of all is that young adults feel banking products are commodities. They simply don’t care about banks.

For ING, these challenges led to a 15% decrease in natural acquisitions in just two years. The main objective of our campaign is the acquisition of new clients who use their bank account and ING banking app actively. In order to change the idea that banks are a commodity, we need to prove how ING can play a role in young people’s lives. The ING brand should be seen as trustworthy and our campaign as differentiating from campaigns from other banks. Of course, our campaign should also reaffirm existing clients in their relationship with ING.

Brand: ING
Client: ING
Agency: mortierbrigade
Language: English