Company: Akbank, Istanbul, Turkey
Nomination Submitted by: TBWA Istanbul
Company Description: Akbank is a private bank that was established in January 1948 in Adana, and is one of the largest banks in Türkiye, with an asset size of approximately $66 billion. Operating with 19 Regional Directorates in Türkiye, 710 branches, and more than 12K employees, Akbank has 11.5 million active customers. Wings is Akbank's global credit card program focused on mileage earning and other advantages.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Branded Utility of the Year
 Nomination Title: Wings - They do it their way
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this branded utility was first made available to its target audience:
20 October 2022
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated branded utility: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 238 words used.
The Turkish economy was going through a major fluctuation. The Turkish Lira was rapidly losing value against foreign currencies. With such an economic situation, the importance of attracting the wealthy class as customers had increased. This segment had higher limits and expenditures, leading to increased profitability. Consequently, all brands wanted to reach this segment. The most important weapon to reach this segment was frequent flyer cards, and Akbank's Wings was one of them.
When analyzing the behavior of affluent consumers, it was observed that they sought privileges and advantages. The most important criterion for changing their primary credit card was attractive opportunities. However, the advantages and privileges offered to the high-potential return segment were equally costly. The race for privileges and advantages within the category had become unsustainable.
The most significant difference of these cards was their ability to earn Mile Points, which could be used for purchasing airplane tickets. Wings was one of these cards. Until recently, these cards were quite advantageous in terms of the privileges they offered and the miles they earned. However, increasing costs made it difficult to provide benefits in this area. Lounges were closing, and the number of earned Mile Points was decreasing. As a result, frequent flyer cards had lost their former appeal.
In this environment, Wings was also losing its strength in parallel with the category. Wings needed to redefine itself and make a strong comeback to regain its significance.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the branded utility: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 193 words used.
The brand was being reevaluated and relaunched comprehensively. However, returning as a standard frequent flyer card would yield no different outcomes. The new world created had to cater to the privileged-seeking audience.
Banking and credit card services were merged to offer holistic advantages to the high-income segment. Customers' assets in the bank would impact discount rates and Mile Points, enabling customer acquisition without reducing profitability.
Conventional promotion couldn't convey the new privileged world effectively. Promotions had to demonstrate relevance to the aspirational audience. Continual growth was a vital motivation source, and the privileged ecosystem had to provide progress.
The target audience, affluent and above a certain standard, had their lifestyle defined as "They do it their way." Wings supported their progression, allowing differentiation and a sense of progress. "Your Own Way" became the new advertising motto, embracing progress. Wings lived within this privileges ecosystem.
The brand's identity was renewed in line with the relaunch. "Owning a way" which is reffered by a line was integrated into the visual world, depicting consumer desire for progress and diverse experiences enabled by Wings' privileges. Integrated communication spanned TV, digital platforms, outdoor, radio, and print media.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this branded utility since the beginning of 2030. Even if your utility was issued before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 195 words used.
Business Results:
- In a market like the credit card industry, where competition is high and market shares are relatively stable, Wings not only halted losses but also increased its market share. The market share, which had dropped from 9.06% in 2021 to 8.67%, was raised to 9.25% by the end of 2022.
- Wings' credit card sales showed a significant increase of 623% in 2022 compared to 2021.
- The number of active Wings customers increased by 20% in December 2022 compared to December 2021.
- Wings achieved a 28-fold increase in acquiring banking customers, including high-income customers such as Private Banking, with the help of its services in 2022 compared to 2021.
- The total revenue generated by Wings credit cardholders in 2022 increased by 71% compared to 2021.
Advertising performance results:
- The "Response to Needs" score exceeded the industry norm of 61 points and achieved 89 points.
- The "Distinctiveness" score exceeded the industry norm of 64 points and achieved 91 points.
- The "Desire to Use the Credit Card" score exceeded the industry norm of 54 points and achieved 83 points.
- The "Likeability" score exceeded the industry norm by 21 points and achieved 61 points.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 25 words used.
Business results are derived from the bank's internal data for 2022, while the advertising performance results are compiled from Ipsos' 2022 Brand Health Tracking reports.
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