January 2019

ABN AMRO Bad Debt Protection


Kellie Marsh, Head of Marketing & Communications

Katerina Papadopoulos, Marketing Manager


Timeline: 6 months





ABN AMRO Asset Based Finance specialise in providing commercial finance and leasing in the UK.


Wanting to launch a new Bad Debt Protection product, ABN AMRO approached us to work alongside their marketing department to help develop a campaign to convey peace of mind and establish them as a trusted provider of their Bad Debt Protection product offering.



In these uncertain times, the value of financial protection is through the roof and ABN AMRO needed to get infront of their current and prospective clients quickly and engage with them.


  • Launch Bad Debt Protection to both brokers and clients

  • Instill the value of 'peace of mind'

  • Position ABN AMRO as a trusted provider

  • Humanise and create a story to educate

  • Create scenarios to compare with or without the product

Strategy and process


As with all of our work, our creative ideas are backed by strategy, understanding and the insight we've developed over almost two decades.


After considering the target audience, we planned the potential routes to engage with targets and the best deliverable to marry with each route, changing the message and tone of voice for each.

Our ideas


Collaboratively with ABN AMRO, we came up with the deliverables and developed a story to go along with them; we created one that could be told to sell the product's benefits.

  • Campaign style
  • Infographics
  • Q&A infographic
  • Social media cuts
  • Video
  • Webpage design
  • Zcard

Campaign highlights

We created an overarching campaign style coupled with an illustrative style to tell the story through infographics and a three minute video.

Overarching Campaign Style

Use of imagery to convey peace of mind

Animated video

Let Dave tell you all about it below

Social media cuts

Engaging with the audience via social media was an important part of this project.

So we delivered several cuts which could be used and rotated over a period of time consisting of highlights of the product and different lengths for different platforms.

Once these videos were used, we monitored the impact of each video and fine tuned lengths and content to work more effectively.

Social Media Edit - A tailored funding solution

The Result

A nice looking campaign and some pretty chuffed clients.


Increase in organic traffic


Dwell time on the site


Uplift in sign ons

"We are really pleased with the outcome of our Bad Debt Protection video and media assets. It's been a pleasure working with the team at Storm12, who always bring a fresh, creative and professional approach! They truly take the time to understand our objectives and bring our campaigns to life."

Marketing Manager, ABN AMRO