Launching Deutsche Bank ELW Product:

Challenges

In 2011, Deutsche Bank aimed to penetrate the Korean market with its Equity Linked Warrants (ELW) product. The task was further complicated by:

Lack of internal PR expertise within the senior leadership team.
An inexperienced team in the finance sector within the local PR firm tasked with the launch.
A need to quickly build trust with stakeholders, including the client, journalists, and the target trader community.

Objectives

Key Actions

Building Expertise and Trust:

Organized internal knowledge-sharing sessions with the newly appointed VP to educate the team on finance concepts.
Hosted working lunches and external seminars to gain insights into the financial landscape and target audience.
Conducted one-on-one meetings with industry experts and attended trader-focused events to align PR strategies with market expectations.

Integrated Launch Strategy:

Designed and executed a comprehensive launch plan, including:
- A high-profile press conference targeting finance journalists to unveil the ELW product.
- Seminars tailored for the trader community to highlight product benefits and applications.
Collaborated with cross-functional teams and Deutsche Bank’s APAC leadership to ensure consistent messaging.

Leadership and Team Coordination:

Led a newly formed finance PR team, fostering a collaborative environment despite inexperience.
Acted as the primary liaison between the client and internal teams to align goals and deliverables.

Key Results

Successfully introduced Deutsche Bank’s ELW product, generating significant media buzz and engagement from the trader community.
Secured a 50% increase in media coverage compared to previous launches, positioning Deutsche Bank as a competitive player in Korea’s financial market.
Recognized for exceptional leadership and teamwork with the 2010 Team Player of the Year award by Fleishman-Hillard global.

Brand
Deutsche Bank ELW

Year
2010

Company
Deutsche Bank

Industry
Finance

Project 4 -B2B Marketing Innovation