Case Study

---

Client: Deutsche Bank
Brand: Bankamiz

 

About Bankamiz
Deutsche Bank offers a unique service portfolio with its Bankamiz brand. Branches located in areas with high Turkish populations feature bilingual advisors. The aim is better linguistic and cultural understanding of its customers and thus being able to provide better financial guidance and consultation. This service is supported by product offers tailored directly to the target group.

Challenge
cumin was commissioned with launching the Bankamiz campaign. This full-service project encompassed the following agency services: conception, creation, media, production and all below-the-line marketing activities. Winning the target group’s trust was crucial to the communication. Bankamiz needed to be introduced and its service and product promises effectively and emotionally communicated to its targeted audience.

Outcome
After a six-week national campaign incorporating TV, print, radio and promotional measures, Bankamiz achieved a brand awareness level of nearly 70% among the target group, while customer appeal and confidence levels were off the chart. A subsequent product campaign for the Bankamiz cheque account was one of the most successful new customer campaigns Deutsche Bank ever ran. One particularly effective enticement was including a Turkish national soccer team jersey in the account’s starter kit.