ISTANBUL, May 19, 2015 /PRNewswire/ --
Garanti's "Experimental Banking" breathes new life into the banking sector. The campaign, created as an indirect marketing project, focuses on the antics of a man enraged at his brother's new-found job with Garanti Bank. Determined to undermine both, he invents new products, technologies and services on his own terms; such as "Full Body Bank", "Artificial Intelligence", "Organic Gold Account", and even builds a new branch, but his efforts all inevitably fail, and rather reinforce Garanti's stature than detract from it.
That many people have been increasingly discontented with banks for a plethora of reasons for several years is undeniable, and Turkey is no exception. With the changing dynamics of communication, customers increasingly share their thoughts online, and positive comments about Turkish banks currently stand at a meagre 7%, while Garanti Bank stands at 5%.
In line with this fact, the underlying idea of creating "Experimental Banking" was to dispel the negative perception of Garanti with an exact opposite and amusing approach, which was creating its own competitor on social media.
The "Experimental Banking" Youtube channel has reached over 21 million views, and the campaign's Facebook page has 48,000 organic followers, all without any advertising. The success of "Experimental Banking" is obvious: the series has received an elusive 93% positive+neutral comments online, a practical impossibility for the finance sector.
The campaign has been honored with three Crystal Apple awards and the "Judges' Special Award" in the film category in the 26th Crystal Apple Turkey Advertising Awards Competition.
SOURCE T. Garanti Bankasi A.S.