İßbank "O İß Cepte" Campaign

İßbank, a bank, used humour to reassure its hesitant consumers in Turkey and increased its active mobile banking users from 27% to 42%.

Campaign details

Brand: İßbankAgency: Tribal WorldwideRegion: EMEA

Strategy

Objective

In 2017, 75%1 of total population in Turkey were mobile cell phone users. 72%2 of total household had mobile internet and 40%2of them had constant internet connection . Inspired by these figures, almost every bank claimed that most of their banking transactions was made via digital banking channels. But mobile banking's share in digital transactions was far below than anticipated. By the end of 2016, active usage ratio of İßCep (İßBank's mobile app.) in all retail customers was 27%...

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