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VAKIFBANK ANNUAL REPORT 2013
CORPORATE COMMUNICATION
2013 was a successful year for VakıfBank in
terms of increased performance of financial
indicators and its strengthened corporate
image and brand awareness. This occurred
despite policy changes of the Fed that
negatively affected emerging markets along
with adverse domestic conditions prevailing
since May 2013. As in prior years, VakıfBank
continued efforts to ensure the appropriate
representation of the Bank in print, broadcast,
online, social and outdoor media, and to
increase the perception of the Bank as a
valuable brand for existing and potential
customers in 2013.
“Compassionate Bank”
VakıfBank, in line with its strategy developed
through public perception studies, has
continued to perform its corporate image
activities under the umbrella of the
“compassionate bank” concept. This concept
was supported with image campaigns
featuring people from everyday life with
real success stories who matched the
“compassionate” idea.
For the promotion of banking services and
products, the Bank continued to conduct
different campaigns based on the main
brands. Advertising campaigns for VakıfBank
Worldcard based on the concept of the
“Generous Card That Understands Shopping”
continued in 2013 with Öner Erkan, a popular
Turkish actor, assuming the role of the
“Generous Man.”
“Ben Varım”
The KOBİDOST (SME Friend) brand continued to
be used in communications efforts to promote
product and services for the SME segment.
Advertising in relevant broadcast, print and
outdoor media for the target audience yielded
positive results; the brand perception and
awareness of KOBİDOST strengthened during
the year. Substantial efforts were carried
out to promote SME Banking, especially the
disbursement of TurSEFF Loans. “Ben Varım”
(“I am in”) concept that started in 2011
for consumer loan promotion, continued
during the reporting year. Both above- and
below-the-line advertising efforts supported
the Bank’s loan marketing and promotional
activities.
VakıfBank continues to provide support
to women’s volleyball as an important
investment in its brand positioning.
VakıfBank’s support as the main sponsor
for Women’s Volleyball National Teams
was promoted effectively via field activities
and advertising. Advertisements prepared
for VakıfBank Women’s Volleyball Team,
supported by the Bank for more than 27
years and completed 2013 as an undefeated
champion with five Cups, were also used in
the Bank’s marketing and communication
activities.
In 2013, all of the Bank’s communications
activities, carried out through the media
to increase VakıfBank’s positive public
perception, proved very effective. With these
wide-ranging efforts to introduce the Bank’s
products and services and strengthen the
Bank’s image, as a result with the added
effect of communications in the sports field,
VakıfBank has become one of the leading
banks in the sector in terms of media
coverage.
In 2013, VakıfBank organized various
campaigns and competitions on its official
social media accounts opened in 2012. Thanks
to these social media efforts, the Bank now
has faster, closer and more intimate contact
with existing and potential customers.