Deutsche Bank Print WHAT IF...? by Mortierbrigade Brussels

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Industry Banking & Financial Services
Media Print, Magazine & Newspaper
Market Belgium
Agency Mortierbrigade Brussels
Director Kurt Maes
Creative Director Joost Berends, Jens Mortier, Philippe De Ceuster
Art Director Johan Van Oeckel
Copywriter Maarten De Maayer
Producer Lies Muys
Released January 2012

Credits & Description

Category: Financial Products & Servcies
Product/Service: DEUTSCHE BANK
Creative Director: Jens Mortier/Joost Berends/Philippe de Ceuster (Mortierbrigade)
Copywriter: Maarten de Maayer (Mortierbrigade)
Art Director: Johan van Oeckel (Mortierbrigade)
Planner: Vincent D’Halluin (Mortierbrigade)
Agency Producer: Helen Barrett (Mortierbrigade)
Director: Kurt Maes (Initials LA)
Producer: Lies Muys (Initials LA)
Sound: (Sonicville)
Post Production: (The Fridge)
Client: Stéphan Salberter/Nancy van Zeebroeck/Carla Mouchbahani (Deutsche Bank)
Media placement: Film - Online - 01/01/2012
Media placement: Banners - Online - 01/01/2012

Describe the objective of the promotion.
Belgians tend to be conservative. Even after the financial scandals of the past few years, they stick to their expensive bank. Deutsche Bank is a challenger on the Belgian market, charging nothing for daily services, unlike the big banks. The campaign makes people aware of the fact that it isn’t normal for big banks to charge costs for their daily services.
The goal was to gain new clients for Deutsche Bank’s daily banking, bring them to the website to compare their current bank to Deutsche Bank, and activate them to change to Deutsche Bank.

Describe how the promotion developed from concept to implementation.
We compared everyday stores with big banks. In 2 films we showed that customers react negatively if stores behave like their bank. The whole set-up was filmed with hidden cameras. The films were spread via YouTube and video banners. Every film contained the incentive to compare and change on On the website they found a calculator to compare their current banking costs to the free services of Deutsche Bank and learn how much money they could save. Here they could also easily subscribe to switch banks.

Explain why the method of promotion was most relevant to the product or service.
We confronted people with the bad habits of big banks, by translating it to their everyday lives. In doing so, we made the free daily banking approach of Deutsche Bank more relevant than ever. The comparison calculator did the same as the movies: it showed that paying for free stuff is really stupid.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The movies got 317.126 views on YouTube, were spread on Twitter (1,320 tweets) and Facebook (6,936 shares) and were picked up on national television and the websites of national newspapers.
The bottom line results were even better: we doubled the normal click-through rates of the benchmark (+103%) and got +46% unique visitors to the landing page, compared to other campaigns. And most importantly: all this led to a 63% increase in new clients compared to the average in 2011, way better than we ever could have dreamt of.