2007 Winners & Shortlists

The Brief

6

Describe the creative solution to the brief/objective.

Avoid banking clichés. To cue speed, the Quick Account was designed like a microwaveable food pack, comparing it to the ready meals available at convenience stores. Inside was a welcome letter, Debit Card, TIN, PIN and a chequebook. For greater impact, it was placed inside a microwave and displayed prominently at the branch. When a customer came to sign up, a pack was removed from the oven, sent for processing and was ready within 30 minutes.

Results

The product has recently been launched and the initial feedback has been extremely positive. Customers are very impressed by the whole concept and the placement of a microwave in the branch has resulted in a great deal of inquiries. 'We think the pack design was a stroke of genius. It is an innovative product and the creative is innovative as well. That's what makes a great partnership. We are getting a positive response from our customers and the credit goes to the team.' Dina Aslan Marketing Communications Manager, Standard Chartered