An action was developed to foster the client company relationship and strengthen ABN AMRO BANK’s positioning vis-a-vis client company chief executives as a full bank (corporate and investment banking) and a partner, able to develop effective innovative and speedy solutions. The campaign was based on bicycles, the Dutch cultural icon. A bank on two wheels is how ABN positioned itself to reflect dual corporate and investment banking. Three boxes with three miniature bicycles (two teasers and one core piece) were created for the target. An open-door sent to secretaries contained a basket of bicycles full of tulips, another Dutch icon.

The campaign was considered exceptional. The two operations of the bank were recognised by all the clients. A total of 290 pieces were sent. The outstanding results can be measured by the great number of letters (50) received from company presidents congratulating the authors of the action and recognising ABN AMRO as also offering investment banking. Moreover, the campaign was also awarded in Holland as the best ABN AMRO world action.