2020 Brand Experience & Activation

THE DARK SIDE OF MONEY

Bronze Eurobest Award

Case Film

Presentation Image

TitleTHE DARK SIDE OF MONEY
BrandABN AMRO
Category G07. Corporate Purpose & Social Responsibility
Product/ServiceRECRUITMENT
Entrant N=5 Amsterdam, THE NETHERLANDS
Idea Creation N=5 Amsterdam, THE NETHERLANDS
Media Placement STORM DIGITAL, PART OF ACCENTURE INTERACTIVE Amsterdam, THE NETHERLANDS
Media Placement 2 MEDIACOM Amsterdam, THE NETHERLANDS
PR NEWSLAB Amsterdam, THE NETHERLANDS
Production TEBBER NEKKEL Amsterdam, THE NETHERLANDS
Additional Company ABN AMRO BANK Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Leon Ragetlie N=5 Copywriter
Gabriela Nouws N=5 Art Director
Daniel te Lindert N=5 Creative Director
Thijs Bontje N=5 Creative Director
Blue ter Burg Tebber Nekkel Screenwriter & Director
Quintin Baker Tebber Nekkel Screenwriter & Producer
Esther Overmars N=5 Strategy Director
Silvia van Hooft N=5 Strategist
Judith Lavalette N=5 Head of Account
Merel Hoogendorp N=5 Client Service Director
Maaike Langereis N=5 Account Manager
Anna Bosscher N=5 Agency Producer
Marcel Hellemons N=5 Digital Director
Hans Dekker N=5 Digital Producer
Noortje Hulshof N=5 Designer
Sander Kruit N=5 Motion designer
Robine Schmetz N=5 Motion designer
Ralph Bannink N=5 Graphic Designer
Ron Gessel N=5 Photographer

Why is this work relevant for Brand Experience & Activation?

Every year, over 16 billion euros of criminal money is laundered in the Netherlands. ABN AMRO employs 2,000 people in anti money laundering and is recruiting hundreds more. But for young people ‘everything is better than working at a bank’ since the crisis. A Netflix-style short thriller brings the brutal reality behind money laundering to life. It makes the gravity of the situation tangible and convinces them the bank is the ‘good guy’. The film deliberately contains scenario errors so viewers can test whether they are sharp enough. This simultaneously made it a powerful activation tool.

Background

Situation Every year, 16 billion euros of criminal money is laundered in the Netherlands. Money from drug trading, human trafficking and terrorism flows into the legitimate economy via banks like ABN AMRO. Only 1% of this criminal money is seized. Several money laundering scandals were uncovered at banks recently. Rival ING was forced to pay a record 775 million euro fine in 2018 Since then, banks have to improve their screening of customers and transactions. To radically improve their gatekeeper function. At ABN AMRO too. Brief - Create awareness around financial crime. - Communicate ABN AMRO’s actions. - Convince millennials (aged 21-35) to apply as financial crime analyst. Objectives - Business: 1,200 applications in 3 months (campaign is 6 weeks). - Significant improvement in consideration of ABN AMRO as employer and employer’s reputation among the target group. - 40,000 visits to campaign page abnamro.nl/xxx. - 10% click ratio to vacancies.

Describe the creative idea (20% of vote)

Banks have a poor reputation since the crisis, especially among millennials. ‘Anything is better than working for a bank’. Work has to be meaningful, above all. That is why it was essential to make financial crime tangible, by bringing it close to their lived experiences. A clearly branded, traditional recruitment campaign would not do the job. We launch a Netflix-style short thriller entitled ‘The Dark Side of Money’ which shows the brutal reality of money laundering. The film deliberately contains ‘plot holes’: details which are incorrect. So viewers can test whether they are sharp enough for this work. This layered solution draws attention among the crap from the web and high quality Netflix-content. And it very cleverly serves two purposes: 1. Make financial crime tangible and say what ABN AMRO does against this; 2. Activation mechanism: test whether viewers are sharp enough for the job.

Describe the strategy (20% of vote)

Target group research revealed: -Millennials would ‘rather work anywhere but a bank’. Above all, work has to be meaningful. -Media data reveals this generation takes (online) media consumption to an all-time high and is critical towards advertising. Conclusion: it’s essential to make the impact of financial crime tangible. A traditional branded recruitment campaign would not do the job. We launch a Netflix-style short thriller entitled ‘The Dark Side of Money’ which shows the brutal reality of money laundering. The film deliberately contains ‘plot holes’: details which are incorrect. So viewers can test whether they are sharp enough for this work. This layered solution, which initially hides the bank as sender, draws attention among all the crap from the web and high quality Netflix-content. And it very cleverly serves two purposes: 1. Make gravity of financial crime tangible and say what ABN AMRO does against this; 2. Activation mechanism.

Describe the execution (30% of vote)

We launch the film online, in 100 Dutch cinemas and at media partner Vice. Supported with a strong PR strategy, this immediately gets picked up widely. We promote the film with short trailers on a.o. YouTube and Instagram Stories. With its own design and without ABN AMRO as sender. The sender does not become clear until the final minute, when we say what ABN AMRO does against money laundering. There is no call-to-action. After watching the film, we pull the target group further in. With stimulating short video and social ads and via influencers, we challenge them to find the mistakes in the film. ‘Can you spot what’s wrong? Help find dirty money.’ ABN AMRO is now clearly shown as the sender. Whoever has been in contact with the campaign or spots the errors is shown banners with job vacancies and a call-to-action to apply.

List the results (30% of vote)

Business impact: Two days after launch, we had already received 400 applications! Six weeks later the score is at 1,200 and rising. Latest score in September: almost 1,600. Brand impact: The campaign has managed to really impact this critical target group and has influenced brand perception. Exposure to the campaign provides an uplift on: - consideration (+30%) and preference (9%) for ABN AMRO as employer; - reputation of ABN AMRO as an employer (average +23%); - general brand reputation (average +23%). Traffic: - 95,000 visits to campaign pages (target 40k). - click ratio to vacancies: 40% (target 10%) Likeability: For a bank, it’s ambitious to score a ‘pass’, due to critical sentiment. Especially among young people! The average score for the videos (7.1) is much higher than the benchmark (6.1). Impressions: 37,197,000 12,975,000 video views 5,989,000 completed views PR: 1.5 million earned media

Please tell us how the brand purpose inspired the work

ABN AMRO has a bold purpose: Banking for better, for generations to come. As a bank, we have a major impact on the economy and society; by making the right choices, we want to accelerate the transition to a better society. Our pay-off catches that mentality very clearly: ‘A world to gain.’ A promise which is about opportunities for progress. And if anywhere needs progress, it’s in Detecting Financial Crime. No other bank has run a major campaign about Detecting Financial Crime. That is why we had the chance and the responsibility to not only recruit 1,200 job applicants, but also to really bring to life the social importance of this issue. We therefore show that helping to uncover dirty money is a way to build a better future together. Because a positive future is only possible with the honest use of our financial system.