Deutsche Bank - We Are Deutsche Bank
The campaign effectively utilized storytelling to engage employees, focusing on the tangible outcomes of their work and its impact on clients and communities. This approach personalized the bank's mission, making it more relatable and inspiring for staff.
A significant achievement of the campaign was the active participation of over 75,000 employees, leading to a strengthened sense of unity and a more purposeful dialogue across various departments and regions within the bank.
The primary audience for this campaign was Deutsche Bank's internal workforce, aiming to foster a cohesive culture and reinforce a shared commitment to the bank's values and objectives.
TARGET AUDIENCE
About the
Campaign -
The campaign effectively utilized storytelling to engage employees, focusing on the tangible outcomes of their work and its impact on clients and communities. This approach personalized the bank's mission, making it more relatable and inspiring for staff.
Core Theme of the Campaign -
1. Purpose-Driven Initiative: The campaign centered around the concept of PositiveImpact, aligning employees with the bank's mission to contribute positively to society and the economy.
2. Extensive Employee Engagement: With participation from over 75,000 employees, the campaign successfully fostered a sense of unity and shared purpose across the organization.
3. Storytelling Approach: By highlighting real-life examples of how employees' work benefited clients and communities, the campaign made the bank's mission more tangible and inspiring.
4. Enhanced Internal Dialogue: The initiative promoted more meaningful conversations among employees from different regions and departments, strengthening internal relationships and collaboration.
5. Recognition and Awards: The campaign's success in internal branding was acknowledged through awards, highlighting its effectiveness in transforming corporate culture.
6. Visual and Verbal Identity: The campaign included updates to the bank's visual identity and tone of voice, aiming for a more human and approachable brand image.
7. Focus on Digital Communication: Emphasizing digital storytelling, the campaign leveraged platforms like YouTube and social media to share EconomyStories, showcasing the bank's role in modern economic developments.
8. Positive Cultural Shift: Overall, the campaign contributed to a more engaged and purpose-driven workforce, aligning employees' daily activities with the broader goals of the bank.