Financial services

Article • WARC Exclusive, March 2018

Global strategies, campaign updates and trends in the banking category.

News • 12 July 2018

LONDON: UK banks are failing in their above-the-line efforts to promote themselves as socially responsible organisations, new research suggests, but owned and earned experiences could be a more effective way to achieve a similar outcome.

Emirates NBD: Dear Younger Me…

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2018

Emirates NBD, a young bank in Egypt, used a non-traditional campaign to launch the country's first fully-serviced youth banking product, and drive engagement and acquisitions.

Emirates NBD: People with Determination

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2018

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment in the UAE.

EGBank: The Chronicles of Oufa

Case Study • Naila Fattouh, WARC Prize for MENA Strategy, Shortlisted, 2018

EGBank used a non-traditional campaign on social media to target Egyptian youth and secure their custom.

Byblos Bank: There's no home like home

Case Study • Tahaab Rais, Carl Bou Abdallah, WARC Prize for MENA Strategy, Shortlisted, 2018

Byblos Bank targeted Lebanese expats with an integrated content campaign to promote its Expat Housing Loans.

ANZ Bank Australia: ‘Out and Proud’ for Mardi Gras

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

ANZ Bank Australia highlighted its partnership with the Sydney Gay & Lesbian Mardi Gras by redesigning its ATMs, banks and website to show its support.

Westpac: Rescue Rashie

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Westpac Banking Group, a bank, celebrated its 200th birthday by designing a children's vest with CPR instructions embedded, as a way to showcase the brand's commitment to future Australian generations.

HSBC: Belt and Road Initiative

Case Study • Marketing Society UK, Excellence Awards, Highly Commended, 2018

HSBC, a banking brand, increased knowledge and awareness of the Belt and Road Initiative by launching a suite of communications, customer case studies and education programmes for its staff globally.

TEB BNP Paribas: Tennis stars branded Snapchat Lens

Case Study • Yıldız Karpuzcu, WARC Awards, Entrant, Effective Content Strategy, 2018

TEB BNP Paribas, one of Turkey’s leading banks, created a Snapchat Lens to raise awareness of and engagement with the TEB Tennis Stars tournament.

Byblos Bank: There's No Home Like Home

Case Study • Tahaab Rais, Carl Bou Abdallah, WARC Awards, Entrant, Effective Content Strategy, 2018

Byblos Bank targeted Lebanese expats with an integrated content campaign to promote its Expat Housing Loans.

HSBC: #ZeroRegrets – Reaching students through inspiration rather than incentivisation

Case Study • Casper Vahlgren, Jenny Barthe, Andre van Loon, WARC Awards, Entrant, Effective Content Strategy, 2018

Banking and financial services organisation HSBC found a way to cut through freshers' week noise and build an emotional connection with students in the UK.

Akbank: Jazz Version Of The City

Case Study • MIXX Awards, Gold, Effective Use of Data, 2018

Arkbank, a Turkish bank, launched its Jazz Version of the City campaign to increase social media awareness of the 27th Arkbank Jazz Festival in Turkey.

Akbank: The Future of Search Ads

Case Study • MIXX Awards, Gold, Search Advertising, 2018

Akbank, a Turkish bank, launched The Future of Search Ads campaign to generate new traffic sources to drive more sales and generate a higher return on ad spend in Turkey.

Barclays: ATM Gold

Case Study • SABRE Awards, Gold Sabre Award For Corporate Media Relations, EMEA, 2018

Barclays, a financial institution, launched a campaign in the UK to celebrate 50 years of the ATM and deliver key brand messages.

CommonWealth Bank: Migrant Banking

Case Study • AME Awards, Gold, 2018

The CommonWealth Bank, a banking brand, created a targeted campaign that aimed to increase brand familiarity and consideration among Chinese and Indian migrants in Australia.

Allied Irish Bank: AIB Backing Club & County #TheToughest

Case Study • SABRE Awards, Gold Sabre Award For Sponsorship, EMEA, 2018

Allied Irish Bank (AIB), a financial services provider, launched a campaign in the UK and Ireland to revitalise its sponsorship of the Gaelic Games (GAA) and redefine its commitment to the sport and its fans.

Akbank: Smart audience targeting on Facebook

Case Study • MIXX Awards, Silver, Mobile Display Advertising, 2018

Akbank, a Turkish bank, launched the Smart Audience Targeting campaign on Facebook to generate new traffic sources, a higher return on ad spend and increased sales in Turkey.

ABN AMRO: Kaan’s Stream Store - The world’s first livestream store

Case Study • SABRE Awards, Gold Sabre Award For Business-To-Business Marketing, EMEA, 2018

ABN AMRO, a Dutch bank, launched Kaan's Stream Store, a campaign to position itself as an innovative sector bank.

How ING combined emotion, trust, and music

News • 21 May 2018

LONDON: When ING, the Dutch bank, decided to bring music to its fans, it leveraged one of its most important assets to tell customers about an exclusive concert: its mobile banking app.

How ING bank used its app as a media channel

Article • Sam Peña-Taylor, Event Reports, MMA Impact Forum, May 2018

ING, the dutch bank, used the trusted and empowering relationship it had built with its consumers to break into entertainment marketing in Belgium, using an innovative channel to drive a musical experience.

The world's best financial services campaigns and companies 2018

Gunn Report • Gunn Articles, May 2018

Looks into which financial services campaigns, along with the agencies that have worked on financial services campaigns, have performed best over the past year.

Bank of America: Friends Again

Case Study • SABRE Awards, North America, Consumer Marketing (New Product), 2018

Bank of America, a financial institution, used an integrated marketing approach to launch its Friends Again campaign in the US and promote its new peer-to-peer mobile payment system, Zelle.

EGBank: The Chronicles of Oufa

Case Study • Naila Fattouh, WARC Awards, Gold, Effective Content Strategy, 2018

EGBank used a non-traditional campaign on social media to target Egyptian youth and secure their custom.

Emirates NBD: Dear Younger Me…

Case Study • Tahaab Rais, WARC Awards, Bronze, Effective Content Strategy, 2018

Emirates NBD, a young bank in Egypt, used a non-traditional campaign to launch the country's first fully serviced youth banking product, and drive engagement and acquisitions.