Tomorrow, Saxo Bank is unveiling a behind-the-scenes campaign to show day to day life inside the Copenhagen-based online trading and investment bank.
In a new global campaign, called “Number one. Just like you”, the founders and joint CEOs of Saxo Bank, Kim Fournais and Lars Seier Christensen, will launch a series of videos showing unseen and authentic everyday processes inside the Bank. With unprecedented access to the heart of the Bank, the highly respected film director, Kasper Torsting, has followed the two founders of Saxo Bank for the past 4 months to see firsthand life inside the Bank.
More than five years after the global financial crisis, banking industry bosses remain deeply unpopular but Saxo Bank chose to use its two founders and CEOs to honestly and authentically capture the daily lives of the two people who embody the Saxo Bank ethos.
The campaign launching this week will show un-staged footage of life inside Saxo Bank including the two founders’ continued pivotal role in product development and client relationships. It also features the team behind the Bank’s award-winning trading platform and products, as well as the two founders’ daily interaction with customers.
Henrik Lykkesteen, Head of Global Marketing, comments: “As an online trading and investment bank, transparency is at the heart of everything we do. We wanted the filming to be a genuine reflection of life at Saxo Bank and the way we interact with clients and develop new products. The stories and events of this campaign are all authentic. We believe it’s the best way to build trust and long term relationships with our clients and to tell Saxo Bank’s story to a broader audience.”
Henrik added, “It’s the first time we have aimed to do an integrated campaign that uses all platforms and channels simultaneously. The campaign is a step away from traditional financial communications. We wanted to move away from the tired and generic financial marketing that is perhaps synonymous with this industry, solely based on endless numbers, facts and product specs. Instead, we are being fully transparent about who we are and what we do and conveying those key facts into our messaging through real-life stories, which we believe is an industry first.”
Kasper Torsting is a skilled documentary maker, widely known for his involvement with the award-winning movie Armadillo, an upfront account of growing cynicism and adrenaline addiction in young soldiers in Afghanistan.