| Title | EXPERIMENTAL BANKING |
| Brand | GARANTI BANK |
| Product/Service | BANKING PRODUCTS |
| Category |
A01. Fiction: series or film |
|
Entrant Company
|
KOMPUTER Istanbul, TURKEY
|
|
Contributing Company
|
KOMPUTER Istanbul, TURKEY
|
Credits
| Umut Özsayar |
Kompüter |
Copywriter |
| Burçin Kalkan |
Kompüter |
Project Manager |
| Ersin Başaran |
Kompüter |
Technical Director |
| Alpertunga Şen |
Kompüter |
Art Director |
| Burcu Tokcan |
Garanti Bank |
Marketing Manager |
| Güneş Ulus Arslan |
Garanti Bank |
Marketing Manager |
| Ece Gökel |
Garanti Bank |
Marketing Manager |
| Müge Albayrak |
Garanti Bank |
Media Manager |
| Buğra Çetiner |
Garanti Bank |
Marketing Manager |
| Uygar Kutlu |
Autonomy |
Director |
| Aslı Akkoç |
Autonomy |
Director |
| Serkan Güler |
Autonomy |
Dop |
| Zeynep Tercan Yazıcı |
Autonomy |
Art Director |
| Armağan Armağan |
Autonomy |
Costume Designer |
| Emre Irmak |
Jingle Jackson |
Music |
| Mustafa Preşeva |
Autonomy |
Editor |
| Ahmet Doğa Kaygısız |
Autonomy |
Storyboard |
| Selçuk Alagöz |
Independent Artist |
Music Artist |
The Campaign
Challenge:
For the past couple of years,in Turkey, it is an undeniable fact that the public likeability to banking sector is very low. People are dissatisfied with the banks for lots of social and financial reasons and with the changing dynamics of communication, people share their thoughts through social media. And the rate of positive comments about banks in social media is just 7% in Turkey. As one of the largest banks in Turkey, Garanti got its share of vitriol.
Objective:
To increase the positive comments at least to 50% on social media and gain popularity in the digital world.
Strategy:
We switched sides and decided to dislike ourselves.
Execution:
We created a character that hates Garanti Bank. We gave him a reason to hate us. Our protagonist and his faithful assistant set out to eradicate Garanti Bank.
They were on the side of the people who does not like Garanti, not Garanti.
This gave us a lot of freedom in how we could express ourselves and it shows in the fun and natural flow of our story.
We added a ton of the absurd – something you don’t see in the finance advertising world.
The complete series got 21 million views. The second phase videos got more than 13 million views.
The positive and neutral comments reached 93% - a statistic unheard of in the banking world.
Garanti Bank aimed to reach people in an innovative way because getting positive comments online with current communication styles was impossible.
There had to be a move away from traditional methods.
- An online mini series format was used. This has never been done before by a bank in Turkey.
- The stories stand on their own with no branding, no logo, no packshot and are only released on the protagonist’s “personal” YouTube and Facebook page and never released on Garanti’s social media platforms.
-Some films exceeded 4 minutes therefore they wouldn’t fit into any traditional advertising mediums.
- Long films provided a chance to delve into storytelling like no other bank has before.
- It was the first time in Turkey that a bank made fun of itself.
So Garanti Bank created a new communication method and established a unique bond with consumers.