StavropolPromStroyBank "Calendar-abacus"

The quantity of spokes and counting beads on them is increased 12 and 356 pieces accordingly against to ordinary abacus. The idea is simple, which is not say about the production. Manufacturing of an abacus needed 10689 wooden bones (days), 137 metres of steel spokes (months).

Agency: Gagarin KA, Stavropol, Russia.

Daishin CMA Account "Penny"

In the end of 2008, global economic crisis struck the fund market, and damaged many individual investors. They wanted to transfer their money out of fund account to bank account, wich is allegedly known as a safer place for saving money. Daishin Securities couldn't be the exception. Thus Daishin introduced safer and more conservative place for investment. The CMA account was the answer, because this financial product is safe enough and more profitable than bank account. In order to draw attention to CMA account's higher interest rate, they took advantage of so-called "penny-saving-instinct". "If a penny drop out of my pocket?" One may not ignore it, Coin dropping sound controlled by motion sensor had a stronger power than any other visual impact: almost 100% of passerby reacted on the sound of CLING. 1. The money flow toward bank account turned direction to CMA account product. 2. Sales of Daishin CMA account jumped 20% quater-on-quater. 3. Consumers began to perceive Daishin Securities as an asset management company not as a stock brokerage company.

Agency: Daehong Communications Seoul, South Korea.

Standard Bank "Home improvement envelope"

With a limited budget, Standard Bank requested a direct mail piece that would communicate the benefits of Access Bond to its current clients with existing home loans. Acces Bond gives clients access to the equity available in their bond. The money can then be tranferred into an Access Living card and used for a range of things, from home improvements to holidays. Using a simple envelope they conveyed the benefits of Access Bond to the recipient quickly and easily by using beuatiful illustration. As soon as the envelope is opened an additional room/level is added to the roof of house demonstrating the benefit of Access Bond in an immediate and visual way. Clients who received the mail were engeged and the unusual design on the envelope encouraged them to open the communication.

Agency: TBWA\Hunt\Lascaris Johannesburg, South Africa.

Banco Gallego "Fernando Torres"

In a very difficult moment for the banking sector, BG launched a new product with a very competitive rate in the market. The business objective of the campaign was to transmit confidence and to collect new funds for Deposit Accounts from existing customers. Also, as the budget for the campaign was low for the banking standards, the communication objective was to find a big idea that could be developed in an integrated campaign in all media but with the potential of being amplified by buzz. Using Torres helping his real friends through an integrated campaign generated big affinity. Also the teaser strategy generated big buzz in media and internet, and had the whole country talking about it for weeks. A small campaign with low budget became one of the most talked about of the year. When BG finally revealed in a press conference that after the campaign, there was a financial product called “amigo”, and afterwards launched the “official” campaign in all media, the response really overcame all the initial perspectives, in business generation as in awareness for the brand. The agency proposed to call the new product “Amigo”, because in rough times a friend is who you can trust in. Torres, world soccer star, is known for keeping the friends he had before becoming famous. So they proposed him to do a campaign NOT for the bank, but for his friends. The campaign started with three teaser ads where Torres promoted the business of his friends. Later, all of them, through direct marketing told BG clients that the same way their friend helped them make money... the bank could help his friends to make money with the “Amigo” Deposit. 300% increase in new funds vs. YAG. 300 Appearances in over 50 different media channels. Mentions in all the banking sector media praising the campaign. 100,000 visits to the deposit account’s website. A ROI in media worth more than 2,000,000€. All of this with an investment amounting to less than 0.1% of the banking sector’s total annual media spend. Clients flocked to the small businesses of Fernando Torres’s friends and the Banco Gallego as well. Bronze Cannes Lions Direct Winner.

Agency: Contrapunto Madrid, Spain.

ANZ Bank "Gettingguthru"

ANZ is one of Asia Pacific’s oldest, largest banks. They recognised that they weren’t connecting with the potentially lucrative student audience, but didn’t want to resort to $40 bribes to open accounts like their competitors. For 2009, they decided to take a more long-term, sustainable approach, with a campaign that was customer-centric, and scalable enough to evolve each year. They wanted to provide students with relevant products, tools and advice based on their needs and communicate in student-friendly language – without trying too hard to be cool. Instead of presuming that students want to engage with the bank, this campaign found a way of connecting with them on their own terms. The creative approach marked a brave new direction in ANZ’s communication with this audience, building on their ‘Easy banking’ proposition but re-interpreting it for the student market. Instead of just providing a one-off incentive to open an account, the campaign actually recognised what students’ lives are like, and offered real support and assistance. Their research showed that students don’t care about banking – but they do care about having no money. And you can’t tell them anything – they already know it all. So instead of just forcing products on them, they decided to take a softer approach, providing real help and advice that made a difference to their lives. They created an online hub called ‘gettingUthru.co.nz’, populated it with money-saving videos, and invited students to submit survival tips of their own. They could also set budgets, search for local deals, look for jobs, find the right products, and open accounts. For the first time, students actually chose to communicate with the bank, using the website to create a community for student survival. In just one month, over 10,000 students flooded online, posting hundreds of tips, from the practical, to the tongue-in-cheek, to the downright desperate. By the end of Orientation Week alone, over 7,000 students had opened accounts - that’s a 10% increase year-on-year, without any account-opening incentives. Proving that, with the right approach, banks and students can speak the same language. And the conversation is just getting started. Bronze Cannes Lions Winner.

Agency: Rapp Auckland, New Zealand.

Axion "Banner Concerts"

Axion, Dexia’s youth bank, has always supported youngsters between 12 and 25 years old in all aspects of their lives. As an ever increasing number of young bands are striving -in vain- for MySpace-fame and at a time when the international music industry is struggling to survive, Axion decided it was time to give young music bands a little push, financially and logistically. Axion, Dexia’s youth bank, has always supported youngsters between 12 and 25 years old in all aspects of their lives. As an ever increasing number of young bands are striving -in vain- for MySpace-fame and at a time when the international music industry is struggling to survive, Axion decided it was time to give young music bands a little push, financially and logistically. Via the banner concerts the young bands got a lot more exposure than if they had only used their MySpace pages. Axion introduced an internet-first: “Axion Banner Concerts”, streaming live-gigs in the frame of traditional banners. They booked an impressive media-plan on popular websites and organised a contest to select 25 young, up-coming bands to play a concert in these 6 million banners. They also installed a voting system for the public to elect a winner who will get a real gig at Ancienne Belgique, one of Belgium’s biggest concert halls with live streaming on their web TV-channel. This motivated the competing bands to embed their banner concert in their fan’s blogs and social network pages, giving their music even more exposure. This innovative campaign was not only a creative and technological showcase, foremost it connected Axion youth bank on a profound level with the needs of today’s young musicians. - 25 young bands got an exposure for their live-gig via 6.807.442 banner impressions on well-known internet sites; - By providing an “embed”-option, we generated another 43.479 impressions via viral embeddings on fan pages and blogs. Some of these generated more than 20% click-through; - The campaign website attracted 44.845 unique visitors, 7.581 people voted for their favourite band (a majority voted by premium SMS instead of free web-vote). 2x Gold Cannes Lions Direct Winner.

Agency: Boondoggle Leuven, Belgium.

Mastercard "Priceless"

The things we do for love: Priceless. Hannah Davis, will you be my valentine.

Agency: McCann London, United Kingdom.

AXA Bank "House of Cards"

To emphasize the stability of AXA Bank Duval Guillaume Antwerp made a house of carts out of 2m2 billboards.

Agency: Duval Guillaume Antwerp, Belgium.

AXA Bank "Bricks"

Outdoor ad built from real bricks to emphasize the stability of the rates and the stability of AXA bank.

Agency: Duval Guillaume Antwerp, Belgium.

Deutscher Sparkassen "Wishing Well"

A promotion that can be implemented locally and will draw a lot of attention and attract people to make an appointment at a Sparkasse branch. The Sparkasse is one the biggest banks in Germany, with a branch on almost every street corner. And that’s exactly where they implemented their campaign. In order to draw people’s attention to the expertise of the Sparkasse’s savings specialists, we chose an unusual and eye-catching medium: wishing wells near Sparkasse branches. The campaign did not just attract attention around the wells themselves, but also in the nearby Sparkasse branches. Lots of customers saw the wishing well promotion on their way to the branch. This promotion became a topic of conversation and gave Sparkasse advisors the opportunity to approach the topic of savings accounts.

Agency: Jung von Matt Berlin, Germany.

AXA "Crashed Cars"

AXA launched a new car insurance which guarantees a very easy handling. The objective was to generate awareness at a great press event that intoduced this new insurance. The task was to get journalist attention to attend the press event. Even jouranlists like to play. By producing a crashed toy car we were able to draw their attention as well as to show off what the new insurance is all about: a car insurance as easy as a child’s play. The surprising mailing already caused a lot of PR. From the adressed journalists, more than 90% attended the press conference.

Agency: Krieg Schulpp Buerge/Springer & Jacoby Zurich, Switserland.

HSBC "Origamy"

A marketing stunt for HSBC Bank in Australia wasn't only cute but also gave people more information about the various banking services. They basically printed 5 original Origami instructions on the back of ATM receipts, something their customers may keep and talk about to their friends.

Guerrilla Communication

HSBC "Swimming Pool"

As the world's first carbon neutral bank, HSBC pursues environmental initiatives throughout its organization. The task at hand was to increase awareness of their website, www.globalwarmingsolutions.co.in, thus educating people on minimizing climate change in a less theoretical manner. They glued an arial view of a city to the base of a swimming pool. Consequently, shocked swimmers and onlookers witnessed how global warming could destroy our world someday. www.globalwarmingsolutions.co.in received 300% more hits in the subsequent days of the activity. They also observed increased registrations pledging support for the cause. The idea received widespread media coverage and word of mouth publicity.

Agency: Ogilvy & Mather Mumbai, India.

HSBC "Wimbledon Grass Art"

They enlisted British artists Heather Ackroyd and Dan Harvey to create “grass photographs” for HSBC’s partnership with the Wimbledon tennis tournament. Harnessing seedling grass light sensitivity, Ackroyd and Harvey, who are known for similar work worldwide, record photographic images by projecting black and white negatives onto grass as it grows in a dark room for 12 hours per day for more than a week. The grass grows in accordance to the modified light exposure, thus the photo “develops” on a living canvas. Three people featured who represent the essence of Wimbledon: Tara Moore, competing in the qualifying tournament; Eddie Seaward, head groundsman at Wimbledon for the last 15 years; and Lizzie May, a coach for the Wimbledon Junior Tennis Initiative.

Agency: JWT London, United Kingdom.

Goodman Fielder Banking "Ducks"

The brief was to launch a new performance enhancing bread across Australia. The product: new Wonder Performance is a unique combination of complex carbs and iron for energy, as well as protein and amino acids for strength that gives teenagers the fuel to perform. Their objective was to appeal to the diverse audience of mums and teenage boys within a short period of time. Their solution stemmed from the fact that Wonder had had a 'proven' track record of transformational powers. We seeded the internet with three different unbranded mpegs of ducks that had unique powers: duck surfing, formation flying and escalator ducks. A unique website and phone number was set up to report on these 'duck phenomena'. A TVC then broke the news that the ducks were performing this way because they shouldn't be fed new Wonder Performance bread: it was good for teenagers but not for ducks. This news was posted on the website and in eDM to those who had registered. The launch of the three mpegs went viral in the true sense of the word. To date there have been over 2.7 million views on YouTube, over half a million listings for 'surfing duck' on Google. The phenomenon was featured on the New York Times, Sky News and Daily Telegraph websites to name a few. Over 10,000 people have registered for a duck repellent ring tone or filed a duck report. In the first week of launch New Wonder Performance sold over A$1,000,000 worth of bread. Gold Direct Lions Winner.

Agency: BMF Sydney, Australia.

Caja Madrid "Sense and Sensibility"

Caja Madrid, the most important Savings Bank in Spain, launched a new deposit almost identical to previous competitor's products, but with very competitive conditions. Objectives: SALES: Acquire 2.000M€ from other banks and 10.000 new clients. Get current clients with investments in other banks to concentrate them in Caja Madrid. BRAND: Reinforce the brand awareness of Caja Madrid, positioning it as the market's best offer of financial products. A fact supported by this deposit. The investigation demonstrated that an important downside in changing banks is the long-term relationship buit with the branch manager. Caja Madrid's deposit is so good you will inevitably leave your bank and they don't want you to lose a friend. So they named the deposit "Sense and Sensibility" and gave out a Self-Help Guide "CHANGE BANKS WITHOUT LOSING A FRIEND", that came with a Goodbye postcard for your old bank with a musical chip containing an adaptation of a hit of the 80s "Forget me and go away". They also created a web, virals with personalized videoclips ("Pimpinela" and "Teddy Bear"), WAP portal, BIDI codes, TV and Print to generate traffic to the banks'offices and the web. This promotion was based on putting ourselves in the clients' shoes in order to get their complicity For the first time in Spain, a bank used a promotional concept to name a financial product and they called it "Deposit Sense and Sensibility". The integrated action plan included: face-to-face actions in the offices, mailing to clients, promotional web, banners, wap, TV commercial, radio spots, graphic (print and outdoors) and in all of them the outstanding feature was the musical farewell card and the Self-Help Guide "CHANGE BANKS WITHOUT LOSING A FRIEND". They acquired 4,570 Billion Euros from other banks. 229% of the objective which was 2,000 M €, more than double the acquisition from the same period in 2006. 21.744 new clients. 217% of the objective which was 10.000. 96% more than those acquired in the same period in 2006. WEB: more than 200,000 visits. More than 8000 virals of "Pimpinela" were sent and 7,400 virals of the "Teddy Bear". BANNERS CAMPAIGN: click ratio of 0.98%. MOBILE PORTAL: more than 2,400 accesses to the mobile portal. Gold Promo Lions Winner.

Agency: Shackleton Madrid, Spain.

Postbank "Car boot flyer"

This was the first flyer ever to be stuck to the car boot, not the windscreen. Specially-printed strips of paper let money to flow from car boots across major German cities. The maximised the impact and raised awarneness of Postbank Private Credit behind a minimal budget. "Take away 50,000 Euros in instant credit."

Agency: BBDO Düsseldorf, Germany.

Adsoftheworld

HSBC "A growing family needs a growing home"

The number one reason why Indonesian consumers apply for personal loans is to renovate, reconstruct or have additional construction on their homes to accomodate the growing needs of a growing household. A simple flyer that magically grows more and more as it is unfolded was distributed at HSBC branches and malls into an expanded dreamhouse. The expanding house reminded people that with HSBC personal loans, home reconstruction could be easy and hassle-free.

Agency: JWT Jakarta, Indonesia.

HSBC "Notes"

This is part of a massive campaign in which the approach to insurance advertising is very different, with a very dark sense of humor. People seem to know what's going to happen to them and they don't even seem to care. These notes were placed at homes or on cars, warning the owners that they were going to be robbed, even asking them to leave the windows open or the keys in the ignition to make it easier. In the end of the note, signed HSBC Insurance, Life gives no warning.

Agency: JWT, Mexico.

ASB Bank "Pago Money Sticker"

ASB Bank developed world first technology that allows friends to txt cash between mobiles. It was given the brand name 'Pago'. ASB stipulated that they didn't want to use conventional advertising to promote the product and tasked the agency to find entirely new ways to promote this service to consumers, early adopters, opinion formers, and 'Mavens'. A portrait of Sir Edmund Hillary, conqueror of Everest and New Zealand's most famous living son, sits on every New Zealand $5 note. When ASB bank launched 'Pago', a world first technology that allows you to txt cash between mobile phones, they got permission from both Sir Edmund Hillary and the reserve bank to use the national currency as an advertising medium. They put stickers of his pixellated image directly over the top of his portrait on NZ$5 notes which were introduced into circulation. When peeled off, the reverse side of the sticker directed people to the Pago website to activate their own digital wallet. The results: 33% awareness objective in the first 3 months. Two months from launch 18 - 24 year old target audience knowledge of the service reached 40%. Within this group 89% accurately recalled the Pago brand. 1200 subscriptions in the first week of launch - delivering a result 3 x higher than the original goal of 400. The stage one registration goal is 5000 (still in progress). Pago content was delivered to 3821 mobile phone handsets via bluetooth/infrared. - 76.4% of the subscription goal.

Agency: TBWA\Whybin, New Zealand.