Deutsche Bank

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, Deutsche Bank and Wardour created flow in 2015, a biannual magazine that provides an in-depth analysis of industry and macroeconomic trends. Shortly after, an online site was developed to complement flow, which houses articles from the magazine as well as other 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 worked closely to create a series of marketing materials to promote the benefits of the app to its target audience. Regardless of the medium, each of these materials promoted the ease of use and the convenience of the new app, listed its key features and prominently signposted ways to download it.

We 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) being ‘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.

To learn more about how Wardour can help with your next campaign, pop us an email at hello@wardour.co.uk – we’d love to have a chat with you.