Company: GARANTİ BBVA
Company Description: Established in 1946, Garanti Bank is Turkey’s second largest private bank with consolidated assets exceeding US$ 106 billion as of September 30, 2013.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: New Product or Service Introduction of the Year
 Nomination Title: Financial Health Prescriptions
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
2021, August
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 182 words used.
Researches conducted in Turkey and globally show that; “What is your biggest source of stress in this life?” When asked, people can give many different answers to this question. However, 65% of them say "my source of stress is money". The stress of trying to manage money seriously affects both our mental and physical health.
Saving Plan, which is our feature in Garanti BBVA Mobile banking app, suggests financially struggling customers to reduce their expenses in nice to have categories by creating them a monthly budget plan using an analytical tools.
Before this technology, our customers were dealing with this stress alone. While calculating their monthly budgets, they were trying to analyze their expenses one by one and decide which expenses to cut back on. Throughout the month, they were constantly reviewing their statements to check that they adhered to the plan, getting lost in their account history. By the time they realized they had circumvented the plan, it was too late. We eliminated all this stressful process and made it easier to make a budget plan and follow that plan.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 244 words used.
As Garanti BBVA, we serve 11 million customers on our digital channels. These customers leave millions of lines of data traces in digital every day. These data traces provide us with the necessary information to be aware of the financial situation of our customers. It opens a new way to know, understand and guide them. In this way, we offer over 85 financial health tips in Garanti BBVA Mobile application.
We believe that investing in a personalized customer experience is much more important in the competitive environment of banking in today's digital world. With this service, apart from the basic banking products and services, we differentiate ourselves in customer experience by taking a much broader path. It enables customers to get their spendings under control in nice to have categories.
We used machine learning to prepare financial health prescriptions. The front-end experience of the savings plans prepared was prepared using Garanti BBVA Mobile infrastructure. The determination of the customers with savings potential to whom the product will be offered was achieved by using the analytical model.We always try to explore new ways to help our customers improve their financial health. With our artificial intelligence supported model, we analyze the expenditures of our customers, determine how much savings potential there is in the categories that we think they can reduce their expenditures compared to previous months, and proactively offer a "Savings Plan", which is a recipe that will be good for their financial health.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 61 words used.
With the savings plans we have created for them from the Garanti BBVA Mobile, nearly 4 million of our customers have saved a total of approximately 16 million TL. As Garanti BBVA, the investment we have made in technology for more than 20 years has brought us to the point where we can provide financial health advice to our customers today.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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