ABN Amro MeesPierson

300 Jaar

Scarcity elevates value. A 300-year-old private bank understands that and knows how to create value for its clients.
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Background

ABN AMRO MeesPierson is a leading private bank that was going to celebrate its 300th anniversary.

They wanted to celebrate the milestone with their clients in an inspiring way, showcasing the bank’s focus on the future and proving how much it values each one of its clients.

The challenge

This celebration was first planned to be in-person gathering.

Then the COVID-19 pandemic hit and we had to think of a new solution. So how might we engage ABN AMRO MeesPierson’s clients in a way that they would appreciate and remember?

The Solution

Instead of bringing clients together to celebrate, we divided something of great value into 40,000 unique pieces and sent one piece to each client.

We commissioned contemporary artist Joseph Klibansky to create his largest painting to date, measuring 38 square metres, expressing an optimistic vision of human progress. 

We mailed each client a piece of the artwork and a link to a film about how and why it was made. We also created an online application allowing recipients to pinpoint the exact location of their piece within the bigger picture

Results

This solution allowed us to engage each of ABN AMRO MeesPierson’s clients.

This is something a face-to-face gathering could not have achieved. It was quickly picked up by the media, boosting brand awareness and traffic to ABN AMRO MeesPierson’s website. And ABN AMRO MeesPierson’s received glowingly positive responses from its valued clients.