Bringing balance to banking
A human-first industry campaign
Raising awareness of a uniquely people-first global leader
While digital banking is functionally efficient, it’s devoid of emotion. Finding balance between human and digital engagement is critical for the industry's people, customers and bottom line.
As a truly people-first organisation, Avanade needed to highlight its understanding of the challenges facing the Financial Services (FS) industry following the pandemic. To support this, Revere was tasked to define the overall strategy for a relevant and meaningful industry campaign, aimed at an audience of C-suite and -1 within specific FS business and technology clients.
It all started with in-depth persona research, with the insights gathered shaping the campaign strategy, GTM plan, content and messaging. This simultaneously aided internal sales teams with regional pipeline nurture and understanding.
Communicating the human touch
Built on a theme of 'counterbalance' – our campaign looked to show that banks can be digital by design and still offer human connections, with Avanade leading the way to enabling authentic, genuine human impact.
This narrative was weaved into every part of the content strategy – from the dedicated landing page that offered the audience an opportunity to self-serve depending on where they are on the customer journey, to short-form, outcome-driven content identified as a popular format for time-poor C-level decision makers.
Hyper-personalised email nurtures, activation via relevant industry publications and aligning all activity with Sibos (a global FS event) ensured the right message was being served to the right individual at the right time.
The successful 8 week campaign demonstrated Avanade’s wealth of industry knowledge at every stage – providing actionable next steps to help its customers overcome their challenges.
new users reached
ROI potential in pipeline
Revere’s strategic capabilities are second-to-none, and the strategic thinking and intelligence behind this campaign was well-thought through, insight-driven and really made sense from a customer perspective. They really supported us in driving success with the FS campaign.
Noelani Wilson, Director Global campaigns