Globale Hausbank in Bewegung - Gemeinsam um die Welt für den guten Zweck
Gold
Excellence in Brand Strategy and Creation
Branded CSR Activities – Social
Details
With our global steps challenge, we activated the vision of the Global Hausbank worldwide and brought our claim to life. Colleagues in more than 40 countries circled the globe together – walking, running or rolling. Every step strengthened our well‑being, generated donations for education‑focused NGOs and made one thing tangible: we live our brand promise. This project deeply embedded our brand attitude and purpose – step by step.
The Jury‘s Statement
Brand attitude often remains abstract internally when it is expressed only in mission statements and claims. Deutsche Bank chose a format that brings together participation, social benefit and global relevance. The step challenge involves employees across regions in a shared action and links personal commitment with support for educational initiatives. Design and real time visualisation give the programme visibility without overshadowing its social purpose. The approach proves robust because brand promise, internal activation and social contribution are developed from the same core idea.
