‘Preferred Banking Challenge’ | ABN AMRO The Netherlands

Brief
A new way of working and a fresh marketing campaign has to be communicated to 1,200 sales employees gathered at five different locations throughout The Netherlands.

Insight
After robust intern re-organisational measures forced by negative effects of the banking crisis, the Amsterdam headquartered ABN AMRO bank had a rather grey image in The Netherlands. The high quality employees were personally influenced by that image and should gain back self-esteem and corporational pride. Through an innovative internal communication concept.

Execution
To bring a sparkling feeling in the organisation, an employee activating pre-event-campaign has been developed with Dutch TV journalist and presenter Erik Dijkstra in a starring role. He travelled through the country and visited ABN AMRO offices to interview employees and customers on their experiences. Further, the level of local know-how was researched in a playful way.

The events and participants on different locations were being connected by social broadcasting. An all-together-now feeling was created by the life tv-show with possibilities of interactivity and a quiz, where groups had to solve a business case, developed from the interviews.

A project of Dutch partner De Otter Creators, Den Bosch