Danske Bank Promo YELLOW DANSKE BANK by ... & Co.

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Industry Banking & Financial Services
Media Promo & PR
Market Denmark
Agency ... & Co.
Creative Director Robert Cerkez, Niels Ranum
Art Director Martin Storgaard
Copywriter Ole Caspersen
Released October 2010

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: DANSKE BANK
Agency: & CO.
Date of First Appearance: Oct 4 2010
Entrant Company: & CO., Copenhagen, DENMARK
Creative Director: Robert Cerkez (& Co.)
Art Director: Martin Storgaard (& Co.)
Copywriter: Ole Caspersen (& Co.)
Creative Director: Niels Ranum (Zupa)
Media placement: TVC - TV Stations - 4th Of October 2010
Media placement: Bank Branch Posters - Branches - All Over Denmark - 4th Of October 2010
Media placement: Print Ads - Daily Newspapers - 4th Of October 2010
Media placement: Online Ads - Different Online Sites - 4th Of October 2010
Media placement: Bank Branch Signs - Branches - All Over Denmark - 4th Of October 2010

Describe the objective of the promotion.
To change the perception of Danske Bank. From a large and expensive bank, it had to be regarded as one of the cheapest. This was after the bank was ranked "One of the cheapest banks in Denmark" by the independant financial magazine "Taenk´Penge".

Describe how the promotion developed from concept to implementation.
The colour of the bank also implies that it is a heavy, corporate and conservative bank: Royal blue.

In Denmark we use the colours black and yellow to mark sales, savings and discounts. So the idea was quite simple - to change the entire visual identity of the bank for 4 weeks: from conservative blue to the sales-colours black and yellow.

Explain why the method of promotion was most relevant to the product or service.
This was remarkable, because the worlds of financial service and the world of supermarket-sales tactics (and colours) are so remarkably different. That is why this campaign raised so much awareness.

So we simply changed the entire visual identity of the bank for 4 weeks. From conservative blue to the sales colours black and yellow.

Describe the success of the promotion with both client and consumer including some quantifiable results.
- Danske Bank is no longer regarded as more expensive than its largest competitors.
- Price satisfaction is now at 96% among present customers.
- The positive image went from 76% to 84% after the financial crisis.

Source: BrandIndex