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

Features

• 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