VKF_FRAE_2017

PART I: INTRODUCTION 88 VakıfBank Annual Report 2017 VakıfBank set its vision for the new period as being the “Leading Bank of Strong Turkey” and its new brand concept as “the strength by your side”. REVIEW OF OPERATIONS IN 2017 »» THE NEW BRAND CONCEPT “THE STRENGTH BY YOUR SIDE” At VakıfBank, the year 2017 was marked by not only success in the financial statements, but also productive efforts towards enhancing the corporate image and brand recognition. VakıfBank set its vision for the new period as being the “Leading Bank of Strong Turkey” and its new brand concept as “the strength by your side”; following the relaunch in November, communication efforts were shaped in this direction. In line with this concept, in order to ensure that “the strength by your side” image is embraced by the public, a promotion campaign was launched on channels such as television, digital and print media, social media, radio, cinema and outdoors. In 2017, further communication efforts were made to promote the Bank’s products and services and to set up an efficient, productive and strong contact with current and potential customers. With sponsorship and collaboration activities throughout the year, the brand’s visibility in prestigious social spaces was enhanced, and social responsibility efforts were expended to fulfil our duties towards the society. The first major campaign of the year was in March, featuring the corporate image film “I am Anatolia”, focusing on the SME loans with the collateral guarantee provided by CGF, and the campaign was launched on a variety of different channels. In the same period, VakıfBank’s support to national development as the strength by strong Turkey was once again underscored with the commercial film “VakıfBank always by your side”. VakıfBank’s Traditional Festival loan was published in August on both below and above the line advertising channels and promoted among customers in the retail segment. The commercial film titled “We Support VakıfBank Sports Club” was launched on TV and the digital media from October onwards. The film was produced to promote and remind the public about the achievements of the VakıfBank Sports Club, the pride of our nation, which has been supported by the Bank for more than 30 years, before the beginning of the new season. In line with new brand concept launched in November, the Bank initiated through all channels the ad campaign “VakıfBank, the strength by your side” featuring Engin Altan Düzyatan, an actor embraced by all sectors of the society who is also in harmony with the brand image. Aside from these campaigns, during the year, VakıfBank conducted communication efforts over both conventional media and social media channels, and enhanced the prestige and recognition of the brand. CORPORATE COMMUNICATION In line with new brand concept launched in November, VakıfBank initiated through all channels the ad campaign “VakıfBank, the strength by your side” featuring Engin Altan Düzyatan, an actor embraced by all sectors of the society who is also in harmony with the brand image.