Client:
ABN Amro

Project:
Advertising, Creative

Solutions:

✓ Advertising – Print and Digital
✓ Creative
✓ Strategy
✓ Web assets

With offices in 15 countries with 32,000 employees, ABN AMRO Bank has operations include a private banking division that focuses on high-net worth clients in 14 countries as well as commercial and merchant banking operations that play a major role in energy, brokerage, commodities and transportation markets.

Challenge

The aftershock of the banking crisis left UK SME’s in a predicament – access to lending is restricted and operational cash flow increasingly difficult to leverage due to extended credit terms with suppliers/customers. Bank loans are harder to acquire and require firmer guarantees, usually against personal assets such as a director’s own house. Loans are also more expensive than before, further stifling cash flow.

ABN Amro Commercial Finance offers an alternative to traditional bank lending through its Asset Based Lending solutions, providing an instant cash injection levied against company assets (rather than personal assets) on a flexible term basis. Supplemented with the optional invoice factoring package, financing and cash flow becomes much easier and at less personal risk.

Our challenge was to create a greater awareness of ABN Amro’s ABL solution within the UK SME marketplace and convey the solution as a much easier and more cost effective alternative financing solution.

Our Approach

We started by framing the issues for the SME market with a briefing session with the UK marketing team and channel sales lead. Key research had already been undertaken and we designed a campaign strategy and creative from this. We identified that a multi-pronged approach would create greatest awareness – direct to SME financial directors targeted by verticals, supported with a channel campaign to the ‘introducer’ market – accountants and the private equity market.

We devised a direct campaign strategy to end-users segmented by industry vertical – comprising direct mail, email follow up, telemarketing, personalised landing pages and a value added content piece.

The direct campaign was supported with a channel advertising campaign online and in print and featured across a series of niche media channels for the Private Equity and Accountancy markets.

Our solution was to combine the brand strengths and values of the bank with the ABL message. The advertising took a very simple but effective form whereby we incorporated the ABL within these value-based words. This enabled us to create stand-out creative, different from the usual commercial finance ‘look’ of advertising and produce clear, confident and a bold campaign.

The Outcome

The front line sales teams have reported a significant increase in the awareness and recognition of their ABL offering to these key audiences in the channel.

The campaign ran for 12 months.

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