5 of the best finance campaigns of the year that won in 2021, featuring Trygg-Hansa and NatWest
As part of our Best of 2021 series, our journalists have been picking out their favorite award-winning work of the year.
‘Catch the Scam’ by HomeEquity Bank
Throughout the festive season, we’ll be looking back through the winners from our 2021 global awards program, which includes The Drum Awards for Marketing, The Drum Awards for the Digital Industries, The Drum Awards for B2B and more.
Here, we round-up some of the best campaigns to win in The Drum Awards’ finance and professional services categories, including work from Infectious Media, Zula Alpha Kilo and other agencies.
Boost e-wallet ‘Giving More During Tough Times’ by ADA
The lockdown following the onset of the Covid-19 pandemic forced businesses in Malaysia to begin using eWallets practically overnight. Three major brands of e-wallet – Boost, GrabPay and Touch ‘n Go – suddenly found themselves having to compete for the attention of a massive new market. Boost was able to achieve a stunning 12x growth in its user base over the ensuing months by homing in on its target customer personas, partnering with celebrity influencers and a host of other strategies that made this campaign a stand-out success in 2021. It was the winner of finance and professional services category at The Drum Awards for Digital Advertising APAC.
Cigna Thailand ‘Health Tech Game Changer with Data’ by ADA
Cigna Thailand has long aspired to become a data-driven healthcare provider. At the beginning of the Covid-19 pandemic, the company recognized an opportunity “to pivot to a game changing business model” – in other words, a business model in which data and analytics play a central, vital role. This was the jumping-off point for ‘Health Tech Game Changer with Data,‘ a campaign launched in collaboration with ADA that led to triple-digit percent growth in lead generation for Cigna Thailand. It also won in the finance and professional services category at The Drum Awards for Digital Advertising APAC.
Trygg-Hansa ‘Beach Mode’ by BCW Stockholm
Winner of Finance and Professional Services at The Drum Awards for PR.
Created by: BCW Stockholm, “Beach Mode” is clearly intended to shock viewers out of complacency. And it works. The video opens with an alarming statistic: “In Sweden[,] drowning is the most fatal incident amongst children aged 1-6.” It continues by asserting that distraction — specifically from mobile phones — is to blame for many drownings. “Beach Mode” is a new app from Trygg-Hansa which turns off all of the distracting features of a user’s mobile phone, thereby decreasing the likelihood that their child will drown. The ad is hauntingly and brilliantly executed.
HomeEquity Bank ‘Catch the Scam’ by Zulu Alpha Kilo
Winner of Finance and Professional Services at The Drum Awards for Digital Industries
Frank W Abagnale — the lead character in Steven Spielberg’s Catch Me If You Can (played by Leonardo DiCaprio) — makes a personal appearance in this ad, which was created by Zulu Alpha Kilo, a Toronto-based agency. A master con-artist who eventually became an advisor to the FBI, Abagnale – now aged 73 – appears in front of the camera to provide some tips to older Canadians about how to avoid online scams, a threat which some experts say has greatly increased during the pandemic.
NatWest ‘Gaming in lockdown’ by Zentih Media
Zentih Media won the finance and professional services category at The Drum Awards for Marketing 2021 with its ‘Gaming in lockdown’ campaign for NatWest.
As the nation went into lockdown, parents were in crisis mode and NatWest’s longstanding Moneysense in Schools programme looked to be facing an indefinite hiatus. Knowing that financial education is imperative for Britain’s next generation, NatWest wanted to help the nation adapt.
So it created an ambitious piece of digital experiential, Island Saver, a game where kids rack up points (‘savings’) by taking over islands one-by-one. The acquisition element would go down well with the Fortnite and Roblox generation, while also teaching kids about financial decision making.
The experiential game was downloaded 2m times in lockdown, 40 times higher than thought possible. Kids bank account queries made up 5 of the top 10 searches to NatWest product pages in 2020, representing a 117% increase in clicks YoY.