Finance

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

2009 GOLD

1,000 New Accounts A Day

Believe it or not, there was a marketing success story this year in financial services. It started with a simple idea: There's comfort in numbers. Grounded in the fact that an average of 1,000 new accounts were opened every day at E*Trade, the campaign helped protect the brand. It expanded the franchise beyond early adopters, drove new account openings up 15% from first quarter 2007 to first quarter 2008 and earned millions in publicity with a commercial on the Super Bowl featuring a talking baby.

Brand: E*TRADE
Client: E*TRADE
Agency: Grey New York
Language: English

2009 SILVER

Get to Know Your Futureself

Lincoln Financial offers retirement solutions through trade professionals such as financial planners. So the company had to get the trade to recommend and consumers to embrace the brand. With the goal to drive business, the campaign sought advocacy from professionals and receptivity among consumers. Despite limited ad budgets, the campaign drove trade advocates by more than any tracked competitor, saw brand affinity measures lift dramatically among consumers and grew qualified leads by the highest amount in two years.

Brand: Lincoln Financial Group
Client: Lincoln Financial Group
Agency: 22squared
Language: English

2009 BRONZE

We Speak Biker

An outsider in the motorcycle insurance, Allstate needed to demonstrate its understanding of riders and prove it could "walk the talk." The campaign delivered successfully on three objectives: 1) it engaged bikers online at record interaction rates: over 6.5 minutes/visit vs. a 3.5 minute benchmark, 2) it lent to increased motorcycle policy sales: 42% over a year earlier vs. a 24% goal; and 3) it increased awareness and consideration by over 4 percentage points - a feat when compared to big spending competitors.

Brand: Allstate
Client: Allstate Insurance Company
Agency: Leo Burnett USA
Language: English

FINALISTS

E*TRADE from Morgan Stanley E*TRADE "Wedding"

Kinecta Federal Credit Union We’re Banking On You, Watts

Ally Changing the Game for Women’s Sports