Finance
Financial products and services including: communications promoting overall image and capabilities of a financial institution.
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2004 BRONZE
The Beginning of Something Better
This light-hearted campaign had a very heavy impact on ING's brand awareness and perceptions. ING was a newcomer to the high-stakes, high-spending U.S. financial services market. After being battered by the economy and disappointed by the lack of integrity evidenced by many financial services players, our target had zero appetite for more promises or new rhetoric. The advertising had to be emblematic of ING's commitment to "Fresh Thinking." marking the beginning of a journey toward something better. The campaign was enormously successful with a national effort supported by local market spends. The campaign increased unaided awareness in Atlanta from almost zero to nearly 50%, as well as significantly increasing total awareness and ownership of the "Fresh Thinking" attribute.
Brand:
ING
Client:
ING USFS
Agency:
DDB New York
Language:
English
2004 BRONZE
New Yorkers Since 1784
The Bank of New York's challenge was to exceed its goals in opening new checking accounts, amid the strong competition. "New Yorker's since 1784" successfully met this challenge by connecting New Yorkers with a bank that represented New York, in spirit, in tone and in heritage. Within 12 weeks of the launch, checking account openings were up, stretching far beyond The Bank of New York's goals.
Brand:
The Bank of New York
Client:
The Bank of New York
Agency:
DDB New York
Language:
English
2003 SILVER
The Mortgage Campaign
The challenge for Bank of America was winning the mortgage game when they didn't have the lowest rate, high awareness or the biggest budget. And they had to win at a time when record low interest rates made a competitive environment even more so
Brand:
Bank of America
Client:
Bank of America
Agency:
Bozell
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
