Company: TBWA, Istanbul, Türkiye
Company Description: TBWA is The Disruption® Company. Named Adweek's 2018 Global Agency of the Year, our collective has 11300 creative minds across 270 offices in 95 countries.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Financial Cards
 Nomination Title: Axess Sales Campaign
- 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 campaign or program was launched:
February 1st, 2023
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: 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 247 words used.
In 2023, Türkiye’s economic inflation hit the alarming rates. To get the situation under control, officials announced new policies about the loans to control rising inflation. However, regulations affected consumers negatively since a big portion of society relied on personal loans to tackle increasing life expenses. People are forced to reshape their way of life in a short time because of unmanageable price increases.
While new regulations and economic shifts make it hard to benefit from personal loans, a lot of people search for alternatives for loans to overcome the financial dilemma they are facing. Credit cards were the first financial tool to reach out to get through monthly expenses, utilities, and necessities. This change in consumer behavior also led to a shift in their favored finance partners. As the consumer’s intention to maintain their life standards grew, expectations from their financial partners also increased.
In this landscape, the implementation of open banking and digital onboarding heated the already flamed credit card competition. Most of the banks increased their communication volume and offered to be the shiniest option for consumers’ minds.
To relate to consumers’ insight and differentiate from the category, Axess’ İyi Yaşayanlar Kulübü (Living Well Club), redefined its message of “well-living” by relieving consumers from the financial burdens and letting them focus on the joys of life. In order to convey this message Axess shifted its mission to provide an inclusive community with a care-free attitude while protecting their standards as they pay with Axess.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
As inflation grew, the price sensitivity of the consumers increased, and being the “smart shopper” has become essential. Consumers’ impulsive buying behavior has decreased, and searching for the best prices and deals has become a ritual for shoppers. Consistent search for the best deals also came with a worry of missing discounts or paying little more than somewhere else. Nonetheless, people use credit cards for undelayable needs due to their flexible payment options such as; postponed payment features and additional installments. Also, credit cards have reward programs in contrast to consumer loans. With these benefits credit cards become the favorite payment option.
Axess focused on this insight while building its strategy for its new customer acquisition campaign and put consumer minds at ease while providing an ease-of-mind with the best deals and a humorous approach to everyday worries.
Axess’ brand endorser Gülse Birsel, a comedian, actress, and screenwriter, continued her role in communications as the spokesperson of the Living Well Club sharing the community’s benefits with non-Axess shoppers about what they're missing.
However, how much the consumer emotionally finds a reason to be a customer, the “smart” factor of the new shopper demands an intriguing offer to change their financial partner.
Axess responded with one of the highest amounts of promotion amongst the competitors with up to 1.000TL Chip-Para by allowing to earn 200TL Chip-Para for every 1.000TL spent.
The campaign aired both on TV and digital. Meanwhile, OOH locations supported our message on approximately 36.170 locations.
- 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 campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 70 words used.
During the campaign period, March 2023, Akbank, with its Axess, the credit card product, became the second bank with the most number of customer acquisition among all the banks in Türkiye. (The Interbank Card Service, BKM)
Compared to previous month, Customer acquisition rose with 99% and net credit card sales increased with 88%.Campaign successfully helped and total turnover amount of customers increased by %96 with respect to previous month.
- 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):
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