Best Integrated Campaign:

Deutsche Bank 35 Years Celebration



Objectives

  • To create an integrated campaign to raise Deutsche Bank profile, promote a sense of employee pride and support pan-island business development.
  • To develop the concept “something is happening at Deutsche Bank”; the organisation is in a growth phase; can we build interest and excitement about what we are doing?
  • To promote Deutsche Bank as innovative, progressive, vibrant and ambitious - to surprise and delight.
  • To engage community, staff, media, government, regulators, clients and global affiliates.

Anniversary Celebration Internal Launch

Returning from the Christmas break, every staff member received a gift box containing a large tea mug and a champagne flute, each inscribed with a date to keep free! (Community Challenge and Celebration Event).In February 2007, staff members attend a meeting simultaneously in Guernsey and Jersey. Island FM and Channel 103 presenters launched the Community Challenge in detail with some teaser information for the June 30 Celebration Event.


Initiative One:
Deutsche Bank Community Challenge

35 Years... 35 Hours... 1 Weekend!

Two Challenges, one in Guernsey, one in Jersey. Both teams of Deutsche Bank staff were tasked with completing a community project in each island within a 35 hour period. Both events were promoted in the press, on TV and radio, and public vote determined which community project was undertaken.

External Launch

Included a LIVE broadcast from Deutsche Bank offices on the Island FM and Channel 103 Breakfast Shows, with weekly email newsletters to staff and posters updating progress. Local charities were mailed with an application form and DB clients mailed with Challenge information packs encouraging them to nominate and vote for shortlisted causes. Regular PR releases throughout the project and press ads announced the Challenge promoting applications and the post-event acknowledgement of thanks. Articles featuring the Challenge and what it meant to participants subsequently appeared in En Voyage, Blue Skies, Inside Finance, Guernsey Press and Jersey Evening Post.


Radio coverage was extensive, a seven week airtime package with live broadcasting and presenter lobbying for the campaign including trails recorded by short-listed finalists aired to inform the public about their particular project. Deutsche Bank staff participated in the Breakfast Show in both islands and Community project winners were announced LIVE on the show. Throughout the 35 hour Challenge live radio coverage from both sites (Jersey Mencap and Ron Short Centre) was broadcast in both islands with regular requests for support (equipment, materials and labour). BBC Radio Guernsey also covered the launch and progress of the Challenge with a number of updates.

An extensive package with ITV 1 Channel Television, included a broadcast on 28 March of “35” - a 30 minute documentary with coverage of announcement of winners at DB offices on 23 March. TV crews attend the Challenge sites and filmed the project transformations. Channel TV established micro-site web presence with live web-cam broadcast feed from both Challenge sites.

  • Over 25 charitable organisations applied.
  • More than 50 organisations donated skills and time.
  • Services and materials valued at over £50,000 were donated by local suppliers.
  • Over 100 members of DB staff participated.
  • Over 2,000 public votes generated by phone.
  • 10 press articles published
  • Both community projects completed successfully on time.
  • More than 80,000 hits recorded via the Channel Television Challenge micro-site.

Initiative Two:
Beyond Sensation Art Exhibition

Deutsche Bank brought part of its corporate contemporary art collection to the Channel Islands.

In total, 25 works are displayed covering a range of contemporary art from Tracey Emin, Rachel Whiteread, Damien Hirst, Simon Patterson, Marc Quinn and Jersey artist, Jason Martin.

An extensive programme of activity takes place from May to September with the collection exhibited in both Jersey and Guernsey to a range of audiences at all levels.

  • Jersey Heritage Trust report 25% increase in footfall.
  • A total of 11,191 visitors to Jersey Museum during the Exhibition between 3rd May and 5th August 2007 (2006 figure: 7,926).
  • A total of 5 press articles published.

Initiative Three:
The Celebration Event

The brief was to “Surprise and Delight”. In general, Channel Islanders regularly attend gala dinners and charity balls and many formats and themes have been used in the past, so delivery of a memorable and highly entertaining celebration event was a big challenge.

For the first time, staff and partners from both Islands, with special guests from Deutsche Bank offices in London, Switzerland and Frankfurt, joined together in one location to celebrate the 35th Anniversary - a significant logistical challenge. Commencing with a typical champagne reception and dinner in the Great Hall, Hotel de France, guests could hardly have expected the waiters to spontaneously burst into song! Guests were whisked to the next venue by coach - the Jersey Opera House - where they were entertained by comedians Sean Meo, Paul Zenon and Ed Byrne. Guests returned to the Hotel de France to find the Great Hall transformed into the cheesiest 70’s disco ever - complete with Tony Blackburn providing the music and half a dozen disco dancers.

Value

Internal And External

  • Development of employee pride.
  • Sense of community and team building.
  • Development of leadership techniques.
  • Benefits for retention and recruitment perspective.
  • Developed media facing capabilities with staff.
  • Development of Deutsche Bank Corporate Social Responsibility credentials.
  • Enhanced recognition of Deutsche Bank within the community.
  • Developed relationships with Deutsche Bank key publics.
  • “something is happening at Deutsche Bank.”