Finance

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

2006 GOLD

Are You In Good Hands?

Aggressive price-driven messages and huge media budgets from key competitors had commoditized the car insurance category. Allstate's "Good Hands" promise lost relevance as consumers were trained to shop based on price. At a time when people are feeling more vulnerable in more aspects of their lives, Allstate saw an opportunity to have an honest conversation with consumers about what it means to be truly protected.

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

2006 SILVER

Banking Without Boundaries

HSBC needed to double deposits from a target audience that every competitor was wooing. By appealing to a mindset, rather than a bank balance, the strategic idea of banking without boundaries redefined HSBC's Premier. An understanding of the "Cosmocrat" mindset and his or her resistance to advertising took the creative away from the generic golf courses and paneled offices to communications that were both engaging and aspirational. The results: the best two months of deposits in the Premier's history and more than double the deposit goals from fewer, more valuable customers.

Brand: HSBC Premier
Client: HSBC
Agency: JWT New York
Language: English

2006 BRONZE

Making Sense of Investing

Edward Jones was a little-known financial services firm trying to stand out in a category that was a sea of sameness. Furthermore, the few business practices that made the company different were perceived as negatives by sophisticated investors. But by putting these practices in the context of the company's principled corporate culture, Edward Jones was the firm particularly relevant at a time when trust in brokerage firms was at an all-time low. The resulting campaign drove brand awareness, consideration and significant incremental revenue.

Brand: Edward Jones
Client: Edward Jones
Agency: Kirshenbaum Bond + Partners
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