Yapi Kredi: Step

Yapı Kredi, the bank, built a long-term focus on sustainability to improve its brand scores in Turkey.

Where were we?

The finance industry engaged in unprecedented levels of sustainability communication in 2022, with sustainability ad investments in the sector skyrocketing by 495% year-over-year (Source: Mindshare, Q1'23). According to studies, playing a leading role in sustainability efforts was seen as a key factor in brand selection by the urban, educated, modern audience (Source: Sia Insight, Q3'22). We were facing a challenge in setting ourselves apart from the competition and positioning ourselves as a brand that embraced sustainability in the eyes of this audience, which accounted for a significant portion of the Turkish population.

Why were we there?

Yapı...

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