postbank - podcast sector investments
DESCRIPTION
A TBWA\ Amsterdam case for Postbank. Using a podcast (branded content) as a strategic component in a product offering.TRANSCRIPT
Postbank Sector Investments Podcast
BRANDED CONTENT
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Background
In 2006 Postbank introduced three mutual fund products based on investments in the 10 most important sectors of the world economy
All of these come with advice and guidance from Postbank sector experts
Every month, the mix of different sectors is readjusted to represent market developments
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Objectives
Postbank turned to us to promote “Postbank Sector Investments” in an innovative way by introducing it to the press through a podcast
In other words, they wanted to use the podcast for PR purposes
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Strategy
Instead of just using the podcast to advertise the new service, we thought: why not truely add value for investors
Make it easy for them to stay up-to-date with the latest developments around the product
We developed a monthly podcast format for Postbank Sector Investments
In the podcast a Postbank investment expert explains market developments and gives investment advice on the different industry sectors
The Postbank is the first bank that uses a podcast as a strategic component in its product offering, instead of using it to reap the PR benefits that come with a hype
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Creative
See also:http://tinyurl.com/34m9fl
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Results
500 unique listeners Steady base of listeners
Soon to come: survey results
