MoneYou: Develop the marketing for the entry into the German market

The challenge:

MoneYou B.V., a subsidiary of the Dutch ABN AMRO Bank N.V., plans to enter the German market.
Under the brand MoneYou an online platform will be built which offers German bank customers attractive overnight money and fixed-term deposits.
The existing business model of the Dutch MoneYou platform should be taken over, if suitable.
Adjustments to the German market are made where it appears necessary.

The solution:

Capellmann Consulting was assigned to take over the marketing function during the project phase with the following tasks:

Market and competitor analysis, coordination of market research
Review the NL brand positioning and align to the German market where necessary
Define mission statement, vision, core values and target group based on the NL model
Develop marketing, sales and communication strategy, define objectives and measures
Select suitable agency partners
Supervise the building of the German website and the apps
Develop the customer communication (website, log-in pages, back office, advertising material)
Develop the online distribution channels (affiliates, business partners, comparison platforms)
Develop and implement the online marketing campaign for the launch

The result: