June 6, 2018

Deutsche Bank launches joint brand and marketing campaign

#PositiveImpact campaign features client partnership stories and Laura Dekker, the youngest person to sail solo around the world

Deutsche Bank is launching a global brand campaign that uses client stories to show its positive impact in action. These stories are told through films featuring clients and colleagues from across the bank, demonstrating how we support clients to achieve their plans and ambitions. The campaign showcases the value of what Deutsche Bank does for its clients and for the economy.

The bank is launching the first stage of the campaign with four case studies from its Private & Commercial Bank as well as the Corporate & Investment Bank. “We’re proud that clients have agreed to be part of our new brand campaign,” says Lareena Hilton, Global Head of Brand Communications & CSR. “These testimonials illustrate how we have built partnerships with our clients over decades and sometimes even centuries.” The stories are told primarily through digital advertising and short documentary-style films which describe how the bank partners with clients to create value. Adverts will appear in popular digital business media. Deutsche Bank will also use social media to engage a wider audience. The campaign will launch with a global brand film and four initial client case studies.

They showcase our partnership with the Japanese technology company Cyberdyne, the UK rail infrastructure investor Rock Rail, a German digital banking customer and the Berlin-based tech startup Babbel. More films showing the diversity of Deutsche Bank’s clients across all regions and businesses will follow.

On June 7, the Private & Commercial Bank will launch a TV advert to help drive awareness of #PositiveImpact in our home market and kick-off a sales and marketing campaign for the private clients business, with the underlying message: “Anyone who has many plans needs someone who makes more possible.”

This TV commercial, which will form the core of the brand and marketing campaign in Germany, shows the partnership between Laura Dekker, the youngest person to sail solo around the world, and her father Dick, who helped plan her epic voyage and whose advice and encouragement from the shore drove her to succeed. The commercial uses the relationship between Laura and her father as an inspiring example of positive impact, which also represents the bank’s role in enabling the plans, ambitions and dreams of its clients. Laura Dekker is not a client of Deutsche Bank.

“Real role models like Laura Dekker inspire our customers and motivate our employees to make a positive impact,” says Tim Alexander, Chief Marketing Officer, Private & Commercial Bank. “The brand needs product proof. Therefore we enrich #PositiveImpact with ROBIN, digital asset planning for our target audience, and BluePort, financial management for entrepreneurs from a single source,” says Alexander. Advertising for Deutsche Bank BluePort is likely to kick off on July 8, with BluePort itself being available from July 25 for clients.

Since #PositiveImpact was launched internally 12 months ago over 75,000 employees have visited the #PositiveImpact hub to read examples of their colleagues’ positive impact and to engage with and share those contributions. Over 3,500 contributions featuring 14,000 employees, including more than 350 videos, have been uploaded in the meantime. The hub still receives more than 17,000 visitors each month on average.

“With so much support from our colleagues now is the right time to launch our brand purpose externally,” says Hilton. “Much of what we do is unseen by the public. So people may not realise how Deutsche Bank contributes to economic growth and societal progress by helping businesses to grow, or financing and supporting essential public infrastructure projects. We are making it possible for people to plan for the future and look after their loved ones. With the new brand and marketing campaign this will become more visible.”

See the new website and a global brand film here.

Please click here to watch the new TV commercial with Laura Dekker.

Watch the four client cases here: Cyberdyne, Rock Rail, digital banking and Babbel.

For further information please contact:

Deutsche Bank AG
Media Contact

Christine Peters
Phone: +49 69 910 62303
E-mail: christine.peters@db.com

About Deutsche Bank

Deutsche Bank provides commercial and investment banking, retail banking, transaction banking and asset and wealth management products and services to corporations, governments, institutional investors, small and medium-sized businesses, and private individuals. Deutsche Bank is Germany’s leading bank, with a strong position in Europe and a significant presence in the Americas and Asia Pacific.

Forward-Looking Statements

This release contains forward-looking statements. Forward-looking statements are statements that are not historical facts; they include statements about our beliefs and expectations and the assumptions underlying them. These statements are based on the plans, estimates and projections currently available to the management of Deutsche Bank. Forward-looking statements therefore speak only as of the date they are made, and we undertake no obligation to update any of them in light of new information or future events. By their very nature, forward-looking statements involve risks and uncertainties. A number of important factors could therefore cause actual results to differ materially from those contained in any forward-looking statement. Such factors include the conditions in the financial markets in Germany, in Europe, in the United States and elsewhere from which Deutsche Bank derives a substantial portion of its revenues and in which the bank holds a substantial portion of its assets, the development of asset prices and market volatility, potential defaults of borrowers or trading counterparties, the implementation of strategic initiatives of the bank, the reliability of the bank’s risk management policies, procedures and methods, and other risks referenced in the bank’s filings with the U.S. Securities and Exchange Commission. Such factors are described in detail in the bank’s SEC Form 20-F of 16 March 2018 under the heading “Risk Factors”. Copies of this document are readily available upon request or can be downloaded from www.db.com/ir.

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