Financial services

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Understanding the impact of the pandemic on the financial lives of UK households

Article • Brian Carruthers, Event Reports, MRS Financial Research Virtual Summit, November 2020

A longitudinal qualitative study by Blue Marble Research has been running since May 2020 seeking to understand the financial impact of the pandemic on UK households.

VÚB Bank: Savings Therapy

Case Study • WARC Cases, 2019

Slovak bank VÚB Bank got its consumers to open saving accounts with a campaign that used humour to communicate the benefits of saving money.

Why you need a proactive insights agenda

News • 05 January 2021

When the pandemic and lockdown hit the UK, the research team at the Nationwide Building Society didn’t wait for a brief but began a diary project which is informing future strategy in several areas.

The Nationwide COVID diaries: An insight into lives during the pandemic

Article • Brian Carruthers, Event Reports, MRS Financial Research Virtual Summit, November 2020

When the pandemic struck, the Nationwide Building Society began an ethnographic study to understand how its members were coping with a changed environment.

Barclays: Enabling change through empowerment – meeting the needs of vulnerable customers

Research Paper • MRS Awards Papers, Finalist, MRS Award for Financial Services Research, 2020

Barclays, a banking brand, developed a segmentation study that identified customers at risk of financial vulnerability to better support this group.

Lessons from a CMO turned CEO

News • 04 December 2020

It’s more common for CEOs to come from the financial rather than the marketing department, but by adapting language, that leap can be simplified.

Standard Chartered: Art Gap

Case Study • Remie Abdo, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Multinational banking company Standard Chartered Bank used a social media approach backed by an art exhibition to raise awareness of the gender pay gap and the bank's commitment to gender equality in the United Arab Emirates.

ANZ: Bat For Your Cap

Case Study • Chantelle Hurndell, James Davidson, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

ANZ, the bank, pinpointed a key insight around fan behaviour to leverage its sponsorship of the national cricket team in New Zealand.

Lloyds Bank: Crossword Clues

Case Study • Thomas Johnson, WARC Media Awards, Silver and Effective Native Award, Effective Use of Partnerships and Sponsorships, 2020

British bank Lloyds ran a targeted print campaign to encourage its older, affluent customers to try its market-leading banking app.

From CMO to CEO: Talking the language of business at First Direct

Article • Brian Carruthers, Event Reports, Effworks, October 2020

This article discusses some of the miscommunications between marketers and the rest of the leadership and how to bridge them.

RAKBANK: Memotraits

Case Study • Kevin Pinto, Mohit Lodha, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

United Arab Emirates bank RAKBANK used artificial intelligence to create a fan-centred campaign promoting its new FC Barcelona credit card.

Emirates NBD: How-to series evolved into video-marketing

Case Study • Sagar Rege, Vijay Kumar, Rohit Arora, Puja Chatterjee, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Emirates NBD, the bank, harnessed how-to videos as a way to solve its call centre volume issues and effect behaviour change in customers in the UAE.

Poidem: AI that changed TV planning

Case Study • Kirill Konoplyov, Yury Tomin, Nicolay Chernavin, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Bank Poidem adopted an innovative AI-based approach to TV planning, whose accuracy enabled it to boost brand awareness, encourage take-up and reduce costs in Russia.

Union Bank: Bank the Way You Live

Case Study • Yoohyun Kim, WARC Media Awards, Bronze, Effective Use of Tech, 2020

UnionBank, the digital bank, leveraged the reach of mobile gaming to promote its app in the Philippines.

Emirates NBD: Every Step Counts

Case Study • Tahaab Rais, Tala Arakji, Anna Sadykova, WARC Media Awards, Bronze, Best Use of Data, 2020

Emirates NBD, a leading UAE bank, launched a reward-based initiative to help people improve both their financial and their physical health.

PUMB: Data is the best deposit

Case Study • Nataliya Demydenko, Iryna Kishchenko, Natalia Bulbuk, Lesya Mandryk, WARC Media Awards, Silver, Best Use of Data, 2020

Ukraine-based international commercial bank PUMB adopted a data-focused approach to dramatically improve the performance of its communication mix, attract new customers and boost its position in B2C investment rankings.

HSBC: Global B2B – Prime 2019

Case Study • Angus Bannerman, Mark Newton, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Global banking brand HSBC used a multichannel approach, based on asserting and building mental associations, or 'forward encoding', to grow awareness of its services in the international business-to-business arena.

Ally Financial: Monopoly

Case Study • James Barnett, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Online-only bank Ally disrupted the traditional marketing approach of the financial industry, bringing a popular board game to life to drive talkability and boost business performance in the US.

HomeEquity Bank: #PauseToRemember

Case Study • Maxine Thomas, David Tremblay, WARC Media Awards, Silver, Effective Channel Integration, 2020

Financial services provider HomeEquity Bank targeted online war gamers in a Remembrance Day activation to raise awareness of its partnership with the Royal Canadian Legion and increase brand affinity among seniors in Canada.

HSBC: Reclaiming leadership, one touchpoint at a time

Case Study • ShiQi Lee, Mark Haycock, Adrian Adshade, WARC Media Awards, Bronze, Effective Channel Integration, 2020

Commercial bank HSBC CMB Singapore created customised messaging and content to grow its share of the SME market and change its focus to online acquisition.

Lloyds Bank: The M Word

Case Study • Matt Delaney, WARC Media Awards, Silver, Effective Channel Integration, 2020

Lloyds Bank ran a multi-faceted campaign on talking about money to strengthen its leadership position in the United Kingdom and create meaningful relationships with consumers.

Bendigo Bank: Better Big Bank

Case Study • ARF Ogilvy Awards (US), Gold, 2020

Bendigo Bank, a retail banking company, improved brand salience in Australia by launching a series of TV spots, video and digital display ads as the results from the Royal Commission into Misconduct of the banking industry were set to be announced.

Citizens Bank: Made Ready

Case Study • ARF Ogilvy Awards (US), Gold, 2020

Citizens, a banking brand, targeted millennials and built the brand in the USA with its multimedia campaign Made Ready.

DBS Bank sparks mini-series season 2: Everyday heroes for a better world

Case Study • SABRE Awards, APAC, Financial Services, Gold, 2020

DBS bank, a banking brand, launched the second season of its online miniseries Sparks in Asia with the theme of Everyday Heroes for a Better World.

Societe Generale: Rugby World Cup Fanzone

Case Study • SABRE Awards, APAC In2, 2020

Societe Generale, a bank, launched the first ever fanzone outside a host country for the Rugby World Cup in Hong Kong with the campaign The More You Love Something, The Further You Take It during the World Cup hosted by Japan in 2019.

Which new behaviors will stick after the COVID-19 crisis ends?

Article • Stephen Whiteside, WARC Exclusive, April 2020

Kantar, the research firm, conducted in-depth analysis of how consumer habits are evolving due to COVID-19, and suggested some of these behaviors will remain in place.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
Five digital shopping trends surging due to the coronavirus

Article • Euromonitor Strategy Briefings, August 2020

With COVID-19 placing constraints on physical operations, consumer-facing companies have become more reliant on the digital channel to drive all forms of engagement with their customer base.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.