Erfgenamen: ABN AMRO MeesPierson's Digital Campaign to Normalize Inheritance Conversations
ABN AMRO MeesPierson launched a cross-media campaign to normalize inheritance discussions, targeting high-net-worth individuals with a documentary and card game. The campaign exceeded all objectives, becoming the most successful for the bank. By focusing on the human side of inheritance—family impact, societal change—the bank positioned itself as an expert in asset transfer. The initiative sparked meaningful conversations, demonstrating the bank's commitment to supporting clients in navigating complex financial topics. The campaign highlighted the importance of empathy and understanding in financial planning, aligning with the target audience's interest in inheritance, wills, and philanthropy.
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