Title	THE NEW HONESTY
Brand	COMMERZBANK
Product/Service	FINANCIAL SERVICES
Category	A05. USE OF BROADCAST IN A PROMOTIONAL CAMPAIGN
Entrant Company	THJNK Hamburg, GERMANY
Advertising Agency	THJNK Hamburg, GERMANY
Production Company	MARKENFILM Wedel, GERMANY

Name	Company	Position
Armin Jochum	Thjnk Ag	Chief Creative Officer
Torben Otten	Thjnk Ag	Creative Director
Georg Baur	Thjnk Ag	Creative Director
Alexander Müsgens	Thjnk Ag	Creative Director
Max Biedermann	Thjnk Ag	Creative Director
Nicolas Schmidt/Fitzner	Thjnk Ag	Art Director
Felix Demandt	Thjnk Ag	Art Director
Stefano Sciolti	Thjnk Ag	Copywriter
Sven Keitel	Freelancer	Copywriter
Clemens Kandziora	Thjnk Ag	Copywriter
Lars Trzebiatowsky	Thjnk Ag	Etat Director
Andreas Sticken	Thjnk Ag	Account Director
Charlott Fauth/Schüller	Thjnk Ag	Account Manager Junior
Jessica Bartsch	Thjnk Ag	Account Manager Junior
	Markenfilm Gmbh/Co. KG	Producer
Florian Weber	Thjnk Ag	Agency Producer
Swenja Krosien	Thjnk Ag	Agency Producer
Fabian Böttner	Thjnk Ag	Agency Producer

The Brief

Germany, 2011: the image of banks has hit rock bottom, with Commerzbank ahead of the rest. In the midst of this crisis Commerzbank decided to go on the offensive and openly admit its mistakes. In 2013, in order to further improve Commerzbank’s image and reputation – and thereby increase current account transactions – the successful campaign needed to be enhanced. The bank’s strategy: to really convince existing costumers, as well as potential ones, the campaign had to become even more radical. This was why Commerzbank brought their communication to a new level: by questioning it.

Describe how the promotion developed from concept to implementation

In order to publicly question its own communication, Commerzbank decided to give its biggest critics a voice – and thus took away the basis for their criticisms and made the bank’s position clear: they were offering uncompromising honesty. The attitude instantly proved popular – in the press, with the industry, with customers, throughout Germany. It even helped Commerzbank quickly find allies that the whole country was watching during the World Cup year: the German football team. They became an ally that gave Commerzbank’s new approach even more impact and, in the year of the World Cup, got the whole country listening.

Describe the success of the promotion with both client and consumer including some quantifiable results

After the campaign was launched, positive reports immediately rose by 120%. Commerzbank was able to boost its image as a German Football Association sponsor by 216%. Even international brands like Mercedes-Benz or adidas couldn’t match that number. Consideration rose by 40%. The campaign was able to raise the bank’s perceived trustworthiness by 50%. The number of Germans who are willing to recommend Commerzbank rose by 75% during the campaign. And 350,000 new accounts were opened in the first and second quarter of 2014. This made 2014 the most successful advertising and media year in the history of Commerzbank.

Explain why the method of promotion was most relevant to the product or service

In order to further improve Commerzbank’s image and reputation – and thereby increase current account transactions – its new communication had to feel as fair and honest as the message that needed to be conveyed. At the same time it had to highlight the bank’s expertise and sincerity. Therefore Commerzbank decided to opt for authentic protagonists, like Lena Kuske, who are ordinary employees of Commerzbank and represent a new generation of bankers. Invigorated by Joachim Löw and his team, ‘new German honesty’ spread far and wide, was criticised, celebrated, parodied, discussed and finally translated into actions on the pitch.