Finance

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

2021 GLOBAL GRAND CONTENDER

How a nature-powered Ram led the charge to a market share turnaround

To win in banking you have to win in home loans. It’s where the profits are made. It’s where the competition is most fierce. In 2019 the big banks had seen five years of market share decline. With $5.4 billion lent in the month of June 2020 alone, every share-point counts. ANZ’s Healthy Homes initiative didn’t just reduce their decline in share – it put them in growth. It earned the bank $30.80 in revenue for every dollar spent. And it helped drive a complete turnaround in reputation and consideration.

Brand: ANZ Bank
Client: ANZ Bank
Agency: TBWA
Language: English

2020 SILVER

#adulting

Millennials - famed for being the generation that’s most likely to rent, and least likely to insure. How can Manulife engage under 39’ers to take action about their future? Instead of scaring them with more of the same doom and gloom, we decided to celebrate what growing up is about - #adulting. It became the best performing Manulife campaign ever - driving a 37% increase in purchase intent and beating sales targets by over 30%.

Brand: Manulife
Client: Manulife Singapore
Agency: TBWA\Singapore
Language: English

2020 SILVER

The Best Gift

Should your child be your retirement plan? That is the elephant in the room that Singaporean insurer, Income, addressed in its latest retirement campaign. In doing so, it tackled head-on the ingrained values of Singaporeans, prompting a national (and global) conversation for a fundamental mindset change towards retirement planning. The campaign pushed Income from #3 to #1 in awareness of savings and investment plans, and grew life insurance sales by 13%, all with a declining share of voice.

Brand: Income
Client: Income
Agency: BBH Singapore
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