How a challenger bank can lead a protest against de-humanizing banking Qorus Banking Innovation Awards 2019

Mizrahi Tefahot is a different kind of bank that has positioned itself as a Challenger bank, challenging the category to a new standard in Personal Banking Service. In Israel, banks have closed nearly 25% of overall branches, denying clients of the level of service they were accustomed to, and diverting them to digital channels whether it's in their best interest, or not. Mizrahi Tefahot is the only bank in Israel that has chosen to expand its network, never compromising on the level of banking services, and enabling the clients to choose the way they bank. Mizrahi Tefahot has developed a unique "Hybrid Banking" system, whose main purpose is to amplify the relationship between banker and client and enabling every client to communicate directly with his/her personal banker via phone, e-mail, and SMS. As the leader of the "human banking" agenda in the category, Mizrahi Tefahot launched a provocative campaign, encouraging competitor banks's clients to rebel against the shutting down of branches and lack of personal service. The creative idea – combining an "old" Italian folk song that became an anthem of rebellion – "Bella ciao", with "new", young and influential Youtubers. The campaign showcased the frustration among customers and the solution as presented by Mizrahi Tefahot – a personal banker for each client & advanced digital banking, enabling the clients to choose their preferred way to bank. In the campaign, the bank's brand ambassador, actor Dvir Bandak, is pointing out challenging situations that other banks client have endured – from downsizing bank tellers, to branch closures etc. The bank casted leading youtubers as the "other banks" disgruntled clients, which strengthen the main message – Digital is important in banking, but it can't replace humanity.