ABN AMRO is the first Dutch bank to start using visual communication medium Snapchat. Internationally speaking, ABN AMRO is probably even the first bank to offer webcare via that channel in addition to proactive communication. With 1 million Dutch users, Snapchat has grown into a communication channel that companies cannot afford to ignore.
Jeroen van de Ven, ABN AMRO Social Media Manager: ‘If a specific target audience opts for a new channel in such large numbers, we as a bank have to adapt, in an accessible way that fits the channel and appeals to the target audience.’
As per this weekend, ABN AMRO can be contacted over Snapchat. Users can ask the bank questions - which is the fundamental reason to be present on a new channel, says to Van de Ven. The app is also used to share tips & tricks for students to make their lives easier or to help them save money. Tips can be financial in nature, but not all of them are. What matters is that the target audience appreciates the advice and gets some real use out of it. This is one of the ways ABN AMRO is following up on the existing campaign ‘#goedgeregeld’ on Instagram and Facebook.
Surveys show that student customers expect more from the bank than just product communication. They want their bank to be up to speed on the issues and topics that count in a student’s daily life, and assist them in taking decisions. Students also want their bank to show understanding and help them realise their dreams and ambitions. ABN AMRO believes the Snapchat service is a good way of responding to these needs.
Follow ABN AMRO on Snapchat using abnamronl.