Marketing + Campaign Updates And Category Trends

1. What’s working
in banking
Campaign updates and category trends

2. What’s working in banking: key talking points
1
ONE-PAGE SUMMARY
Youth targeting drives customer
conversion in a segment with limited
opportunity later in life for turnover.
Banks are focused on building strong brand
resonance with the coveted and highly
valuable youth demographic. Choosing a
bank tends to be for life, so brands need to
win consumers when they are opening their
first bank accounts as they are not likely to
shift accounts later in life. Social media is
especially effective at driving engagement
as can be seen in the TEB BNP Paribas social
initiative campaign. Read more in: How
brands can effectively engage young
consumers.
Personalised mobile interfaces build
engagement and retain customers.
Continuing with the millennial reach trend,
banks are shifting their interfaces to meet
channel preferences of the generation.
Campaign targeting and mobile advances
enable delivery of personalised banking
solutions. Bradesco next Bank in Brazil
launched a completely mobile personalised
banking App that drove over a million
downloads. Read more in: The new era of
personalisation.
Music is a powerful emotional reach
vehicle as it is a passion point for so
many consumers.
Musical integrations are an extremely
effective reach tactic for the millennial
audience, as music tends to be a shared
passion among the demographic. Music also
can be a subtle branded marketing vehicle
with reach among an audience which tends
to have short attention spans as well as are
less receptive to blatant marketing tactics.
HSBC used a student focused music
campaign to resonate with new consumers
in the UK. Read more in: What we know
about music in advertising.
Artificial Intelligence enables delivery
of contextually relevant messaging to
the right audience at the right time.
Considering the wealth of data that banks
are able to gather from their consumers it
makes sense that they are capitalising on
machine learning to target messaging to the
most receptive consumers. Artificial
intelligence and complex algorithms will be
the cornerstone of reach optimisation and
customised financial experiences. Here’s
how Alfa-Bank built brand relevance using AI
technology. Read more in: Artificial
Intelligence in the Marketer’s Toolkit 2019.
2 3 4
Banks must leverage emotional connections and personalised solutions build brand engagement
among youth as the category tends to not be top-of-mind for the demo groupONE THING

3. What’s working in banking: key talking points
Content marketing is the lead media in 15% of financial campaigns
as financial services brands engage audiences with branded
integrations for non-disruptive messaging.
Education at 45% is the most heavily utilised creative approach among
banks, but emotion is also a predominant tactic with financial brands as
they are trying to reach a demographic that is skeptical of the category as
a whole.

4. Getting to students before they open their first
adult bank account is key as, once they’re
signed up, they’re often reluctant to switch due
to the perceived hassle. With many choosing to
transition to a traditional account with the
same bank when they graduate, students offer
a great chance to win long-term customers.
HSBC case study

5. TEB BNP Paribas scores with Snapchat
Takeaways
• Strategic used of branded social integrations is not
perceived by youth as disrupted messaging
• Utilisation of innovative social formats can be a
powerful reach and awareness among younger
demographics
• Partnerships are considered a useful integration
that will effectively build awareness without
seeming like advertising
• Consider using sports influencers to capitalise on
fan enthusiasm
Turkish bank TEB BNP Paribas used a branded Snapchat Lens
to raise awareness for TEB Tennis Stars tournament
sponsorship.
Insight
The majority of media time among 18-25-year-old potential
future banking customers is spent on Snapchat and with heavy
usage of Snapchat Lenses.
Execution
Development of a Snapchat Lens promoting the brand’s
sponsorship of the Tennis Stars Tournament and support of
Turkey’s national tennis player, Çağla Büyükakçay. The branded
lens was used to announce the sponsorship for Büyükakçay
just before her match with world renowned tennis pro Maria
Sharapova to capitalise on the power of the two influencers who
used the Snapchat lens as well. Additional messaging was
delivered with the release of an exclusive video featuring the
player.
users of Snapchat
lenses
2M
shares
49K
reach
2.3M
screenings of
lens
5.7M
Read the entire case:
TEB BN Paribas or What we know about
marketing on Snapchat

6. How social media drives ad effectiveness
Social is a powerful and effective brand-building tool and also utilised
by many marketers to build sales volume as well.
Social media is perceived to be the most effective media according to the
CMO’s survey for the Marketer’s Tool Kit 2019. 62% of brands and
agencies ranked social media as one of their top three most effective
channels, with more than a quarter making it their top channel.

7. HSBC student focus
Takeaways
• Social media can enable brands to speak to
discrete youth audiences in the tone they respond
to best
• Creating video content that taps into a culturally
relevant space can increase brand resonance
• Developing brand messages and product
messages that complement each other can help
turn branded content into an effective acquisition
channel
• Consider reaching millennials with branded music
integrations which capitalises on their passion for
music
HSBC cut through ad clutter and built an emotional connection
with students in the UK with a branded music video from a
popular performer.
Insight
Financial pressures on students results in 76% spending £20 or
less a week on social activities. Restricting student life poses an
issue as a diverse social network is an indicator of future
success.
Execution
Connect emotionally with students and inspire them to make
the most of the social aspects of their university years, showing
them how an HSBC student account was key with a
collaboration with LadyLeshurr for a music video. The authentic
branded grime music video for YouTube, featured the artist
encouraging students to make the most of their university
years. The channel strategy was built around Facebook,
Snapchat and Instagram to create excitement and creative was
supported with direct response ads on Facebook, focused on
connecting the #ZeroRegrets message with the student
account offerings and driving sign-ups.
increase in
student account
sign-ups coming
from social
747%
YoY increase in
account
openings
4%
start-to-end completion
rates on Facebook for
Lady Leshurr's
announcement
posts
62%
Read the entire case: HSBC

8. EGBank youth loyalty
Takeaways
• Consider using storytelling and branded content to
reach younger demographics that are less
receptive to interruptive messaging
• There is value in content that entertains, engages
and lives much longer than 30-second spots and
has immeasurable value
• Media bursts of different branded storytelling
episodes is an effective method to build impact
among youth
• Banks using content rather than traditional
advertising, tend to recruit more new consumers
EGBank used a non-traditional campaign on social media to
target Egyptian youth and secure their loyalty.
Insight
Only 10% of the population in Egypt uses banks and of the 90%
that do not bank more than 70% of them between the ages of
16-26 and main drivers of disposable income spending and
large financial savings potential for the future.
Execution
A non-traditional tactic conveying the true human story of
branded character Oufa, a young man struggling for
independence, who’s story unfolded through a series of short
videos during the campaign. ‘The Chronicles of Oufa’ became a
trending topic among major opinion leaders with social media
extending the reach of the conversation. Oufa became a heroic
icon making EGBank the bank for the entire generation.
in top-of-mind
awareness
73%
new account
growth YoY
100%
in earned media
$700K
Read the entire case: EGBank

9. Alfa-Bank World Cup initiative
Takeaways
• Consider using impactful marketing activations to
promote brand visibility among targeted youth
• Successful use of native advertising and in-image
ad formats can provide higher user engagement
• Innovatively using AI and machine learning can
effectively connect a brand with consumers in
instances that appear to be seamlessly integrated
• Financial services companies tend to capitalise on
sports integrations as fans have emotional
attachments that are unmatched by any other
entertainment form
Alfa-Bank used artificial intelligence featuring football star
Lionel Messi to drive awareness during the FIFA World Cup in
2018.
Insight
Native ads effectively build a strong link between banking
images as IPG Media Lab/Sharethrough effectiveness research
found that readers pay more attention (52%) to native ads than
banner ads.
Execution
Usage of an AI algorithm which draws correlations between
Alfa-Bank ad creative and web site images of brand
ambassador, football star Lionel Messi in Russia. Alfa-Bank
offered Messi fans exclusive access to tickets to the sold-out
FIFA World Cup games under the condition that they became
account holders with the bank. AI-driven computer “vision”
triggered delivery of contest announcements for the individual
users they hovered over images of Messi or the latest news
about the football icon online.
engagement
rate
8x
prompted
sponsor
awareness
35%
increase in
conversions
3.5%
Read the entire case: Alfa-Bank

10. The chosen format allowed advertising creative to be
embedded directly into the narrative – right within
the relevant imagery on content sites. The main
advantages of this format are semantic analysis and
AI-driven computer vision. Specifically, the system
reads and understands objects in the images,
matches them with keywords in the text and
identifies the category of content. That allows for a
unique combination of relevancy and brand safety.
HSBC case study

11. Artificial Intelligence optimises personal experiences
Marketer’s Toolkit Survey 2019 CMO interviews reveal that
applications of artificial intelligence are now present in the vast
majority of industries, and the capabilities for advanced predictive
analytics and personalisation are crucial for the vast majority of
industries.
AI is being utilised to create campaign relevance through complex
consumer data algorithms that deliver personalised and targeted
messaging.

12. The human brain can’t make the decision it
needs to make given all the variables, such as
media, personalisation, creative optimisation
and audience management, in marketing
today, so the sooner it happens the better for
marketers.
Deloitte partner David Phillips

13. First Ukrainian International Bank machine learning campaign
Takeaways
• To reduce wear-out it is suggested to use different
creatives for different media flights
• Media mix optimisation can often drive spending
efficiencies
• Consider using detailed data analytics and machine
learning campaign integrations to deliver dynamic
insights and drive strategies
• Pre-rolls are often considered a clutter reducing
option
FUIB, one the leading Ukrainian banks brands, used machine-
learning technology to create a successful media planning
model for an advertising campaign.
Insight
In 2013–2014, Ukraine experienced a large political crisis, which
resulted in one of the worst economic crises in recent decades.
The banking category was one of the first to feel this economic
blow as Ukrainians stopped trusting banks and deposits
decreased 57%.
Execution
Aggregate all available client data including business indicators
from previous campaigns, socio-economic and consumer
sentiment and the dynamics of growth trends in banking
product usage. Optimisation recommendations are then
delivered based on complex algorithms including the most
effective TV mix and optimal GRPs to maximise the number of
calls to the call center. Pre-rolls during the flight were rotated to
drive additional call center calls and to neutralise wear-out.
campaign
optimisation
14%
increase in
conversion
rate
58%
increase in calls
to call center
19%
Read the entire case:
First Ukrainian International Bank

14. Bradesco next Bank
Takeaways
• By delivering value to customers beyond
transactions consumers will tend to give back to
the business and use a product or service more
• Banks should thoroughly explore and research
customer decision journeys and use the data to
proactively guide them to the right service platform
innovations
• Personalised banking solutions on mobile
platforms often build millennial customer
conversions and retention
• Full-service brand options can be considered a
powerful way to engage and retain young
consumers
Bradesco increased penetration among digitally native
millennials in Brazil with the launch of an entirely mobile banking
solution.
Insight
While banking relationships are usually for life, digital natives in
Brazil, which account for 30% of the economically active
population, see banking as a necessary evil. Seventy-one
percent of Millennials would rather visit a dentist than a bank as
they feel that banks do not really help them reach their financial
potential.
Execution
Launch of next Bank, an entirely new mobile-only bank, which
seamlessly integrates into millennial lifestyles. The “Make It
Happen” initiative brought to life the ‘next’ apps digital
experience of the full-service proactive mobile banking
ecosystem which is powered by machine learning and data
intelligence which guides customers through financial decision.
The innovative bank was promoted through customer service
(powered by IBM Watson), ATMs, partnerships, notifications,
activations, connected physical spaces, storytelling, social
media, website and CRM programs.
downloads
1.3M
reach among
target
audience
94%
of ‘next’ customers
were new to
Bradesco
75%
Read the entire case: Bradesco Bank

15. Bank of New Zealand ATM innovation
Takeaways
• By fully understanding consumers, brands can
create technologically compelling executions
• Repurposing existing technology can effectively
meet the needs of clients and create efficiencies
• Consider activations that engage target audiences
during a culturally relevant time of year
• Low cost campaigns can be an effective way to
drive awareness as well as brand buzz
To attract Chinese consumers in New Zealand, Bank of New
Zealand (BNZ) transformed the Chinese New Year experience
with an ATM modification.
Insight
Ten-percent of New Zealand’s population is Chinese and that
figure is expected to triple over the next 20 years. A big part of
Chinese New Year’s celebrations is gifting new bills in red ‘hong
bao’ envelopes, which adds stress to the holiday, as customers
had to wait in lines at banks to get the new notes.
Execution
To establish a relationship with Chinese consumers, BNZ
rewired some of the busiest ATMs to dispense branded ‘hong
bao’ envelopes containing new notes for the Chinese New Year.
The ‘Most Prosporous ATMs’ were designed to celebrate the
Year of the Dog, a large-scale red and gold illustrated decal
wrapping the ATM and the wall behind it. Social media amplified
the campaign with BNZ encouraging Chinese employees, many
of whom were community influencers, to share activity on their
own social feeds.
ROI
3.3:1
positive sentiment
across all
engagements
99%
increase in ATM
transactions
25%
Read the entire case:
Bank of New Zealand
reach
(Chinese New
Zealanders)
33%

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