Eurobest
THE NEWTONS LABORATORY, Athens / PIRAEUS / 2023
Overview
Entries
Credits
Background
Winbank is the online banking app of Piraeus Bank – the largest financial
institution in Greece. The app recently underwent a complete re-design with
the goal of creating a more modern, user-friendly and simple app that reflects
an up-to-date online banking experience. The new version went live as a beta
version.
The brief was to create awareness of the updated Winbank version, the new
capabilities and services it offers for new and existing customers of Piraeus
Bank as well as increase app downloads.
Execution
Waking up buried to the neck in sand, our protagonist finds himself unable to dig himself out
of it. Thankfully, help comes to the rescue, as a small kid approaches him. Yet, the kid seems
to be wanting something in return. Our protagonist quickly offers to buy the kid a cone of
ice-cream, yet the boy remembers that he already had quite a few in the past. He, instead,
asks for a motorcycle. Even though he is quite small, he is confident that he will need it when
he grows up. Surprised, our protagonist asks Siri (voice assistance) to tell him how much
money he has in his bank account. Not enough for a motorcycle apparently. The kid,
disappointed, leaves our protagonist in the sand. The announcer introduces the new
Winbank (banking app) app that unties your hands in any kind of situation as it features
voice assistance.
Outcome
‘Buried in the sand’ has had a tremendous success both as a branded content
but also a piece of financial education that goes beyond the common
practices of informing the public regarding the abilities of a new app. For a
relatively new campaign, it harnessed more than 100k views across social –
and counting.
The idea that no matter the situation, the app unties your hands and has you
covered resonated with customers as the app successfully retained its vast
customer base off over 4 million unique clients during the app migration.
Additionally, the winbank app’s ratings improved from 2.5 / 5 to 4.5 / 5 and
now holds the no1 spot in the App Store charts under the “Finance” category.
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