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Situation
Challenge
Insight
Campaign
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ABN AMRO – Ally the Chameleon
| After a two year hiatus, ABN AMRO wanted to return to the extremely competitive Hong Kong warrants market. |
| Over 15 major firms were jockeying for leadership position. As a challenger brand, ABN AMRO wanted to position itself as the most diversified warrant issuer in Hong Kong by offering traders a much wider range of choices than regular blue chips. |
| If ABN AMRO were a person, they would be fresh, funny and full of smart ideas. Hence Ally the Chameleon. Ally is adaptable, aware and happy to accept change – the attributes we identified as necessary to succeed in warrants. |
| Ally made a debut in full-page press ads in some of Hong Kong’s local dailies, even popping up at bus stops, on bus poles and buses. Wherever you saw Ally, she was sharing her clever, street-smart insights.
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