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VAKIFBANK
ANNUAL REPORT 2014
61
Awareness initiatives
for the Like Card, which
is exclusively designed
for university students,
were accelerated this
year.
CORPORATE COMMUNICATION
VakıfBank’s constantly evolving corporate image and
communications efforts continued effectively throughout
2014. In addition to the campaigns conducted throughout
the year, the Bank’s 60
th
anniversary became the focus
of communication efforts, and long-term communications
strategies became more sustainable. Thanks to initiatives
in print, broadcast, online, and social media, VakıfBank
reached existing and potential customers effectively.
Various press meetings were held to announce
cooperation agreements executed during the year. Among
these, the funding of the TPAO Shah Deniz Project, the
Turkish Exporters’ Assembly agreement, the launch of
the BIST Sustainability Index, and events to promote the
syndicated loans obtained by VakıfBank stood out as
especially significant.
60 YEARS OF TRADITION
Prepared in order to promote banking services and
products, below and above the line advertising campaigns
were supported with news releases. In April, VakıfBank’s
60
th
anniversary was celebrated with both in-house events
and advertising campaigns. With this goal in mind, a
commercial video inspired by the stories and values of the
foundation of the Bank emphasized the respect for the
foundation culture and history of VakıfBank, which is the
cornerstone of its success.
Prepared as part of the “Compassionate Bank” concept,
ongoing for several years now, a new commercial
video was shot to promote the Bank’s “Every Corner of
the Country (Yöre Yöre, Bucak Bucak)” initiative, which
emphasizes the Bank’s ability to provide solutions for
customers’ diverse demands.
Awareness initiatives for the Like Card, which is
exclusively designed for university students, were
accelerated this year. In addition, communications efforts
for the VakıfBank Rail&Miles Credit Card, specifically
designed for those who prefer to travel by train, were
also intensified. Campaigns for the VakıfBank Worldcard
emphasized earning points and payment plans.
Retail Banking products were promoted to customers via
various campaigns throughout the year and while related
activities within the general strategy and communication
concept were carried out. Commercial videos shot for
VakıfBank’s Traditional Holiday Loans and the corporate
image video managed to touch customers’ hearts and
became very popular. Communications efforts for retail
loan products designed for specific events and holidays
also continued at a rapid pace in 2014. In addition, when
the Paid Exemption from Military Service Law was passed
by the Parliament at the end of the year, activities related
to advertising the Paid Military Service Exemption Loan
were finalized and rolled out in a short period of time.
Along with commercial campaigns targeting existing and
potential customers in the SME segment as well as the
Agricultural Banking business line, which was launched in
2014, direct communications methods were also utilized.
With below the line advertising, craftsmen and farmers
were introduced to the Compassionate Banking products
and services and intensive communication activities were
conducted by attending numerous fairs.