EXPERIMENTAL BANKING - SONG
| Title | EXPERIMENTAL BANKING - SONG |
| Brand | GARANTI BANK |
| Product/Service | BANKING PRODUCTS |
| Category |
E03. Webisodes/Series |
|
Entrant Company
|
KOMPUTER Istanbul, TURKEY
|
|
Advertising Agency
|
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 |
Creative Execution
We used a format never before used by banks in Turkey, the mini series.
To keep a distance between our hero and the bank, he only talked through his own personal mediums. None of the mini series can be found on the bank’s pages, they are all on our protagonist’s personal YouTube and Facebook pages.
It was the first time in Turkey that a bank made fun of itself.
The complete series got 21 million views.
Experimental Banking - Song video got more than 6 million views.
The positive and neutral comments reached 93% - a statistic unheard of in the banking world.
INSIGHT:
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 positive comments on social media at least to 50% level and increase the popularity of Garanti in the digital world.
STRATEGY:
We switched sides and decided to dislike ourselves.
IDEA:
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.
We created a mini series with this concept.