Connecting tigers and dragons with bulls and bears.

The challenge

Asia's leading investment bank, Nomura, challenged us to create a global profile-raising campaign. The aim being to drive growth, attract new clients and engage the best talent.

A key component of Nomura’s challenge was the implementation of a new visual identity that had never previously been used in a global communications campaign. Among the success criteria was a requirement to engage Nomura's target audiences with the relevance of the bank’s brand promise; 'Connecting Markets East and West'.

The solution

The project began with in-depth discovery sessions across the bank; our team spoke with senior personnel in North America, Europe and Asia. This, aligned with a full competitor review, enabled us to determine the bank’s capabilities and validate the brand promise with relevant client-centric proof points.

From this came our inspiration for a brand campaign leading with 'Who Connects Tigers and Dragons with Bulls and Bears?' This was a question-lead brand and capabilities strategy that was always answered with 'Nomura'.

An integrated and highly targeted content-lead campaign was then planned and delivered across North America, Europe and Asia. The key elements of which included digital and print advertising, social media, video and information graphics, plus the creation of a campaign microsite – the destination for all the above.

The result

Nomura’s comprehensive success criteria has been fulfilled on many fronts. Highlights include significantly more visits and engagement on the microsite than targeted during the first six months of the campaign and outstanding digital advertising results (within the top quartile for the sector), that have raised the bank's awareness amongst its target audiences globally.

The campaign has also been recognised from a marketing perspective, winning 4 Digital Impact Awards and 3 Transform Awards, including a Gold for Best Creative Strategy.