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mBank is a synonym of innovative, client’s convenience oriented solutions in banking. As a first fully-on-line bank in Poland, mBank appoints new standards in mobile and Internet banking development. It’s primarily people who are bonded by their cooperation towards understanding and accurate responding of clients’ needs and contentment. Common values are the basis of organisation’s development and building trust in client relations. Clearly set values model is an expression of internal integrity of an organisation that aims to offer top service standards and appoint proper direction of activities in more and more demanding banking environment.

Goal/Challenges

A campaign following a “Play a role of your life at mBank” was held between October and November 2016 and aimed to promote 5th ed. of a rotary Young Talents Development Programme. There were 20 various internship profiles available, and that way we decided to show the Millennials that everyone can faind their life role at mBank! As every year, in Bankowe Talenty campaign, in addition to recruitment goals, our task was to build up an image of an employer consistent with mBank EVP. It means that in addition to an easy conversion path we prepared tools that engaged receipients in client’s culture and rendered time of interaction with the brand longer than in strictly recruitment campaigns.

Execution

  • Effect-based Online Campaign (Facebook, Google Display Network)
  • Offline campaign operationalized on universities all around Poland, in dormitories and libraries and job fairs (stands, posters, handouts)
  • www.bankowetalenty.pl campaign landing page
  • Autoselection app profiling to 1 out of 20 internship paths

Effect

  • 1.293 profiled CVs
  • 19.000 website’s unique users
  • over 2.000 internship profiling app users
  • 2.500 given internship profiles and over 2.000 handed out leaflets
  • 250 alloted cinema vouchers

The campaign was awarded with the main prize in Force of Attraction 2017 contest and a honourable mention for an employer branding campaign in EBstars 2017!

Read more about the campaign on our blog: Jak dotrzeć do millenialsów? Znamy 5 złotych zasad!
(polish only)