The Most Creative Campaigns, Brands
and Agencies in Finance
Don’t yawn when you read the word “finance” – these were some of the most innovative campaigns out there.
OK, so Fearless Girl was back on top again, which as one of the decade’s defining campaigns is fair enough. Maybe we’ll see her next year, too. But edging close to the top slot was the Thai film “Friendshit”, the most bonkers film about a banking app that you can possibly imagine. Everyone also chortled at Try from Norway’s “Silent Night” film, which took the “yikes, disaster” genre of insurance advertising to a whole new level. Over in Brazil, R/GA took the bull by the horns and redesigned the whole banking experience from the bottom up, making it digital, mobile and – guess what? – kind of fun. These days, ad agencies really do have the power to change lives.
OK, so Fearless Girl was back on top again, which as one of the decade’s defining campaigns is fair enough. Maybe we’ll see her next year, too. But edging close to the top slot was the Thai film “Friendshit”, the most bonkers film about a banking app that you can possibly imagine. Everyone also chortled at Try from Norway’s “Silent Night” film, which took the “yikes, disaster” genre of insurance advertising to a whole new level. Over in Brazil, R/GA took the bull by the horns and redesigned the whole banking experience from the bottom up, making it digital, mobile and – guess what? – kind of fun. These days, ad agencies really do have the power to change lives.
Most awarded
campaigns, brands &
agencies in
Finance in
2018
Most awarded
campaigns, brands and
agencies in
Finance in
2018
CAMPAIGNS
BRANDS
| Brand |
|---|
AGENCIES
| Name | ||
|---|---|---|
| 1 |  |
McCann Worldgroup, New York |
| 2 |  |
Grey (Thailand) Ltd., Bangkok |
| 3 |  |
TBWA\HAKUHODO, Tokyo |
| 4 |  |
King James, Cape Town |
| 5 |  |
R/GA, São Paulo |
Watch
8. Swann motorcycle Insurance Australia / Inconvenience Stores
| Заголовок | Inconvenience Stores |
| Агентство | CHEP Network |
| Кампания | Inconvenience Stores |
| Рекламодатель | Swann motorcycle Insurance Australia |
| Бренд | Swann motorcycle Insurance Australia |
| Дата первой трансляции/Публикации | 2017 / 8 |
| Бизнес сектор | Страхование |
| История | Swann Insurance is a specialist motorcycle insurer in Australia. Turning an everyday errand into an epic adventure, it set up "Inconvenience Stores" at the end of Australia’s best rides, stocked with milk, chocolate and toilet paper. These were free for riders and offered them a 10% insurance discount via a unique code. Getting the milk now meant getting on your bike for hours – or in some cases days. But the campaign struck the right chord with bikers. The Inconvenience Stores stocked useful stuff like milk, chocolate and toilet paper. So what was so inconvenient about them? They were located in the middle of nowhere. Luckily, this was all the excuse motorcycle fans needed to hop on their bikes and set out on the open road. Behind the stores was Swann Insurance, an Australian motorcycle insurance specialist. |
| Тип медиа | Анализ ситуации |
| Длина | |
| Главный исполнительный директор (CEO) | Chris Howatson |
| Управляющий директор | Michael Titshall |
| Group Account Director | Bryce Coombe |
| Стратегический планировщик | Nathan Rogers |
| Специалист по работе с заказчиками | Sophie Turner |
| Делопроизводитель | Andrew Mitchell |
| Директор по производству | Pravina Kumar |
| Исполнительный креативный директор | Ant White |
| Креативный директор | Joe Hill |
| Креативный директор | Garret Fitzgerald |
| Креативная команда | Cameron Bell |
| Креативная команда | Sam Dickson |
| Директор печатной продукции | Shayne Simpson |
| Менеджер печатной продукции | Tom Weller |
| Послепроизводственный этап | Jenny Livingston |
| Директор | Matt Weston |
| Оператор-постановщик | Liam Gilmour |
| Редактор | Damian Capicchiano |
| Послепроизводственный этап | Matt Thompson |
| Главный управляющий | Vaughan Coots |
| Менеджер по маркетингу | Rita Ibrahim |
16. DNB Animal Insurance / The Animals' Own Emergency Number
| Заголовок | The Animals' Own Emergency Number |
| Агентство | TRY/Apt |
| Кампания | THE ANIMALS' OWN EMERGENCY NUMBER |
| Рекламодатель | DNB |
| Бренд | DNB Animal Insurance |
| Дата первой трансляции/Публикации | 2018 |
| Бизнес сектор | Страхование |
| История | In case of an emergency, you call 911. But who do you call if something happens to your pet? In Norway, nine out of ten pet owners don’t know what number to call if their animal companion is in trouble. To give animals the protection they needed, DNB called for a new national emergency number, 114, for our four-legged friends. Through a nationwide petition, signed by the animals themselves, the insurer and its agency engaged thousands of pet owners across the country. The result: a service that has already saved over 1,500 animals. |
| философия | The campaign was targeted to pet insurance customers, which directly links to potential animal patients in need of medical assistance. The whole strategy was based on solving a medical problem for animals - giving them their own official emergency number so they can be helped more efficiently. Background Situation: DNB is Norway's largest bank, but their added role as an insurance company is lesser known. Despite being rated the number one insurer for cats and dogs, the sales did not match up. Brief: Increase sales by making DNB animal insurance more well-known for all animal owners in Norway Objectives: Increase sales by +400% Describe The Creative Idea Insights: We found that the existing rational communication around pet insurance missed something important - that the target audience of animal owners saw their pets as part of their own family. The answer came when we started treating the cause as importantly as we would for any other member of the family. Through our research, it became clear there was an recurring issue facing pet owners who found themselves in serious situations with their pets: a survey showed that 9 out of 10 Norwegians had no idea what number to call if their pet needed urgent help. The idea: As the leading bank in Norway, DNB realized this could be a great opportunity to channel their size as a bank into an ambitious project for social responsibility. To ensure that all animals get the protection they deserve, DNB called out to establish the first national emergency number for animals. Describe The Execution Through a large-scale fully integrated campaign, DNB called out for an official national emergency number for animals. We launched with a national TVC, and followed up immediately with a nationwide petition that the animals themselves could sign. The media strategy ranged from traditional channels like TVC and online films to more inventive channels like roadshow petition events, a public televised political debate, start numbers on dog runs, tennis balls, snapchat filters, instagram stories and more. Over a 5 week period, we engaged animals owners (and a few more) in every platform possible. We also went beyond advertising media channels and made a more important one of our own: Together with the Norwegian Animal Protection Alliance, DNB created a fully operational emergency number for animals, basing it on the same setup as the police emergency number where you based on your location and time, will connect to the closest veterinary clinic. Describe The Strategy The goal of the campaign was reaching all pet owners across Norway, and while the ages/sexes/demographics varied - they all shared one common trait: their love for their pets. All animal owners are dedicated and engaged with their pets and especially their well-being. By choosing to channel the media strategy towards advocating and fighting for an important issue for the target audience, putting our hard-sell strategy aside and focusing on the general well-being of all animals, we managed to prove to everyone why DNB is the number one animal insurer. We based our media strategy around the existing engagement pet owners already have around their pets. From meeting them in their own environments with petition stands in dog parks across the country, to leaning into their eagerness to post pictures on social media, we were able to reach and engage a much wider audience than a traditional insurance campaign. List The Results +1450% sales increase 2.1 million organic impressions 1.4 million social interactions 8704 pets signed the petition and got their paw in our protocol Over 1400 animal owners have gotten the help they needed through our emergency number The national emergency number we created is still active and being used to this day |
| Тип медиа | Анализ ситуации |
| Длина | |
| Creative | Caroline Riis |
| Creative | Eirik Sørensen |
| Project Manager | Kristina Skogen |
| Account Director | Arne Eggen |
| Designer | Jeppe Gjesti |
| Press Relations Consultant | Robin Idland Krüger |
| Producer | Beate Tangre |
| Director | Ida Thurmann-Moe |
| Director | Andreas Grødtlien |
| Оператор-постановщик | Frederik Säll |
| Веб-дизайнер | Syver Lauritzsen |
| Веб-дизайнер | Malin Elisabeth Lindberg |
| Digital producer | Karen V. Madsen |
| Редактор | Øystein Lühr-Sæthre |
| Post producer | Johanne Lund |
| Управляющий производством | Lottie Smith |
| Head of Client Services | Hanne Henriksen |
| AD | Egil Pay |
| Graphic designer/digital producer | Elise Ismar |
| Graphic designer/digital producer | Vilde Dienso Skorpen |
| Специалист по работе с заказчиками | Pål Schultz |
| Performance Marketing Manager | Cecilie Helsvig |
