HALKBANK - Re-Branding / Brand Renovation of the Year
Company: HALKBANK, İstanbul, Turkey
Entry Submitted By: Business Awards Consulting
Company Description: As one of the strongest and most reliable institutions in the banking sector, Halkbank serves its customers through its branches, offices, private transaction offices, and foreign representative offices throughout the country. Halkbank offers comprehensive financial products and services in order to make the dreams of Turkish investors’ come true.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Re-Branding / Brand Renovation of the Year
Nomination Title: Halkbank - We are People First, and Then the Bank
Specify the date on which this campaign or program was launched: The campaign is launched on 25th March 2020
A steadily-growing, deep-rooted, pioneering and respected brand of rising Turkey, Halkbank was founded in 1938 to support craftsmen and tradesmen and to accelerate Turkey’s lasting economic development. Halkbank has been spearheading the Turkish banking industry’s development while successfully executing its mission of supporting the real economy for 83 years.
As the leader in SME banking, Halkbank holds 21.6% of the market share in SME loans. It continues to be the biggest supporter of the Turkish economy by transferring 43% of its total cash loans to SMEs.
Despite the difficult conditions of 2020, Halkbank increased its total assets by 48.8% compared to 2019 which 680 Billion Turkish Liras and become Turkey's 3rd bank in asset size.
During the Pandemic period, provided support to small businesses, tradesmen, entrepreneurs, SMEs, women entrepreneurs, individual customers and many different target groups who negatively affected by the pandemic, Halkbank gained 2.5 million new customers and becomes one of the fastest growing banks in Turkish banking sector.
The impact of the "We are People first, and then the Bank" approach, which forms the basis of Halkbank's new communication, brand and advertising strategy which launched at the beginning of 2020, is also known in this growth.
Especially during an epidemic that gripped the society and affected every segment, it needed a new communication strategy that would expressHalkbank's vision of being the people's bank in a catchy and impressive way, along with a communication, advertising and brand strategy.
The communication strategy"We are People First, then the Bank"launched in May;
Announced with "Turkish People are a huge family whose ties are knitted with love and loyalty. We are 83 million all together in this family. We came from the people, we exist for the people. As our name says, "We are the people first, then the bank"
A warm and sincere communication with the emphasis of "people first"
The slogan is inspired by the name of Halkbank which is formed by the sequence of the words Halk (people) and Bank, the people is ahead of the bank. By emphasizing this point, a warm tone that keeps the public ahead has been achieved.
In the new communication and advertising campaign,Kerem Alışık, the son of Sadri Alışık, one of the most important film actors in Turkey's history and known for his populist attitude, became the advertising face of Halkbank.
In the launch film of the campaign, which shooted at the Headquarters building of Halkbank. Kerem Alışık who is the advertising face, encounters a new Halkbank employee named Ömer. Kerem Alışık's advice to Ömer, "If you're going to work at Halkbank, then you have to know the People well", and then the duo began to travel around Turkey.
15 million views in 10 days on social media
Halkbank's communicationcampaign broadcasted in all media, including television, digital, print and outdoor. It received approximately 7 million views on the bank's social media accounts while the teaser broadcast and the commercial reached more than 15 million views in the 10 days it was broadcasted.
Memorability and Its Effect on Brand Perception
The slogan, reversed the classical point of view and its success exceeded the limits of a single campaign a with the acceptance it received. It drew attention because it is remembered instead of memorized.
Halkbank ranked first#1in the list ofthe most remembered ads of the month in all categoriesafter the campaign.
Halkbank achieved remarkable success in 2020 with its advertising campaign, which received a monthly recall rate of5.7%. It was the first brand to be remembered among all categories, and it made a big difference with the company (3.2%) in the second place in the list.
According to the analysis made in the banking sector, Halkbank was the most remembered brand with 6.0%.
According to Adwatch's January-June 2020 reports, Halkbank's communication work with the slogan won the title of
• The first brand that comes to mind
• Most remembered
• Most liked advertisement.
"We are People First, then the Bank" becomes Halkbank's Main Slogan
Halkbank's slogan is not only used as an advertising/communication campaign slogan, but is used as Halkbank's main slogan with the catchiness and public appreciation.
Important Notice: Due to copyright issues dubbing or subtitling are not available on commercials. However to offer the valued judges an opinion of the main strategy and commercial dialogues, transcripts are prepared as attachments.
Apx1-Commercial Video- Campaign Teaser https: //www.youtube.com/watch?v=6wePgFBQiV4
Apx2-Campaign Launch Film https: //www.youtube.com/watch?v=6KztS9bARoQ&;t=9s
Apx3- Campaign Teaser & Campaign Launch Film Transcripts
Apx4: Document-Halkbank Company Profile
You can find summary information about Halkbank's general introduction, history and achievements in 2020 from this document.
Apx5: Halkbank Introduction Movie
You can access the movie that tells the history of Halkbank and introduces the bank in detail with important numbers from this link.: https: //youtu.be/hB43R3-Sv2g