Deutsche Bank: "DEBATE" Promo / PR Ad by Mortierbrigade

Category: Financial Products & Services
Advertiser: DEUTSCHE BANK
Product/Service: BANK
Agency: MORTIERBRIGADE
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: MORTIERBRIGADE, Brussels, BELGIUM
Creative Directors: Jens Mortier/Joost Berends/Philippe Deceuster (mortierbrigade)
Copywriter: Thomas Devreese (mortierbrigade)
Art Director: Dieter Vanhoof (mortierbrigade)
Producer: Patricia Vandekerckhove (mortierbrigade)
Strategy Director: Stephanie Zimmermann (mortierbrigade)
Marketing Manager: Stephan Salberter (Deutsche Bank)
Media placement: Website Dbate - online - 01/11/2009
Media placement: banners - online - 01/11/2009
Media placement: stand - train stations - 01/11/2009
Media placement: print ads - newspapers - 01/11/2009
Media placement: brochure - countrywide - 30/11/2009

Results and Effectiveness
The debate was a big success with 109,697 unique visitors and over 1700 active participators. This way Deutsche Bank had the chance to provide solutions for the real needs of their clients in times of economic and financial crisis, and strengthen its position as a defender of the interest of the financial consumers.

Creative Execution
So we decided to start an open debate on a special website: dbat.be where people could share their opinion. Besides posting your own opinion you could read the opinions of others or indicate whether you agreed or not, you could read reactions of others, give your own and share opinions on facebook.We placed advertisements in newspapers and on websites, that interacted with the news of the day. In stations around the country people were invited to take part in the debate and record a video message which would then appear on the website. In a second phase the expectations of participators were placed in various newspapers and websites. At the end of the debate a top 5 of expectations was posted on the site. Consumers could find the list on dbat.be and in a magazine, which was spread across the country.

Insights, Strategy & the Idea
2009 was the year of the financial crisis, leading to bankruptcy, low intrests, lost savings, and a lot of misery. The big banks tried to minimise the situation and acted as if there was no problem at all. But in the end the consumer is the victim. That’s why Deutsche Bank, in a time when nobody else was minding the consumer’s cares, asked a simple question: “What do you expect of your bank?” One thing is for sure, most people had a clear opinion.