Portfolio – ABN AMRO



Company profile

  • One of the largest banks in Europe
  • Market for banking services fairly saturated; most consumers already have a bank account and new client acquisition is problematic
  • Offers current accounts, savings, investments products, mortgages, loans, insurance tailored to expats’ needs.
  • Highly regarded for English-language communication and simpler procedures
  • A client of Expatica since 2005

Aim of the campaign

  • Establish ABN AMRO as ‘the bank for expats’
  • Intense promotion to capitalise on the first entrant advantage: ABN first to launch tailored services for expats
  • Target a growing group of potential customers, which all have a need for banking services and no current loyalties to any of the Dutch banks
  • Promote multiple products


  • Multi-channel branding effort: online campaign, print advertising, and event sponsorship
  • Premium placement by utilising for instance, wallpaper creative and channel sponsorships
  • Employ video advertising
  • Various banners for different products
  • Maximum exposure during peak periods
  • Message revolving around welcoming expats

Collaboration results

  • Dominant position as the preferred bank for internationals. Most expats are advised to open an account specifically with ABN AMRO upon arrival
  • Rapid growth in the number of clients
  • International banking becoming one of the most profitable divisions
  • Increased profit margins: expats have high disposable income and sophisticated needs
  • High cross-selling rate: expats are more likely to use multiple products


Get in touch!

4 + 12 =

Reach Expats

Wilhelminastraat 15
2011 VH Haarlem, The Netherlands

Phone: +31 23 512 8940
Email: advertise@reachexpats.com