Diamond Trust - Open Banking

Diamond Trust Bank had previously been a Merchant Bank belonging to the Agh Khan Group before launching this new retail sector of the bank.
The challenge was to name and launch this new style of banking to the retail market and change the bank's perceived image of being a 'closed' Indian merchant bank. The name 'Open' gave the bank a new brand positioning and acted as a pre-fix to it's three current accounts on offer, it also gave us the opportunity
to name it's ATM's as 'Open 24'.
The launch was hugely succesful and achieved 72% above it's targeted applications rate. After the launch ran, the campaign opened out into more lifestyle based advertising giving each account it's own character and target audience.