Deutsche Bank Corporate Bank is a market leader in cash management, trade finance and securities services, with a presence in more than 190 countries across the world. This is a highly competitive market where it is vital to differentiate your service while remaining a trusted authority on the major themes affecting the industry.
To achieve this, in 2015 Deutsche Bank and Wardour created flow, a biannual magazine that provides in-depth analysis of industry and macroeconomic trends. In recent years, flow has been complemented by an online site that houses articles from the magazine as well as topical pieces. In 2020, Deutsche Bank decided that it was time to make this content easier for readers to consume, wherever and whenever they want, and so Wardour was commissioned to create the flow app.
The app, which was completed in spring 2021, is optimised for Apple and Android phones and tablets. The latest articles are prominently displayed on the homepage and users can browse content offline, bookmark articles to read later, opt to receive notifications whenever new content is live, search for content by topic, and forward articles to others quickly and easily using the share function.
All that remained was to get the app into the hands of a highly specialised global audience – executives and senior managers at financial institutions and corporates. We were set the goal of achieving 2,000 downloads of the app by the end of 2021.
Wardour and the Deutsche Bank internal editorial and marketing teams have worked closely together to create a series of marketing materials to promote the benefits of the app to the target audience.
Regardless of the medium, all these materials promote the ease of use and convenience of the new app, list its key features and prominently signpost ways to download it. We have also developed succinct slogans that capture the benefits of the app, with the primary message being ‘Exclusive financial insights at your fingertips’ and the secondary messages (where appropriate) ‘Immerse yourself in flow’ and ‘Financial news you can use’.
A promotional campaign, both digital and in print, enabled us to achieve 50% of our target within the first two weeks after launch and by the end of October we had achieved our goal.