Marketing and Communication Activities

Ziraat Bank’s marketing and communication approach is based on its deep-rooted history and society-oriented mission. As Türkiye’s largest state-owned bank, the Bank shapes its marketing and communication strategies from both a financial and social responsibility perspective.
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The Bank prioritizes sustainability principles in its marketing communications. Sustainability is at the center of not only its banking activities but also its communication strategies. In this context, in addition to the posts made for special days such as Farmers’ Day, World Water Day, World Environment Day, and World Soil Day, commercials prepared for Sustainability-Themed Agricultural Credit products have also been disclosed to public. Ziraat Bank aims to increase its sustainability-oriented communication activities in the future and reach a wider audience.

Advertising and Communication Activities

Ziraat Bank frequently makes use of social media, digital media, printed media, national television, and radio channels in its communication activities with all its stakeholders, especially its customers, in order to inform them of its activities.
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The key advertising and communication activities carried out by Ziraat Bank in 2024 are listed below:

• Desktop commercials were prepared for the promotion of the Z-Transformation portal, which offers solutions that make life easier by contributing to the digital transformation of companies, and made public through the Bank’s corporate social media accounts. The radio spot prepared for this application was broadcast on terrestrial and digital radio channels, as well as digital platforms.

• Visuals for March 14th Medical Day, March 21st World Down Syndrome Awareness Day, and March 22nd World Water Day were prepared and shared on corporate social media accounts. In addition, desktop commercials specially prepared for March 8 International Women’s Day and March 18 Çanakkale Victory were shared with the public through the Bank’s social media accounts.

• The static visual work prepared for the promotion of the Bankkart Mobile POS application, which offers a fast and practical solution by turning Android-based devices into payment terminals, was shared on the Bank’s social media accounts, and the radio spot prepared for the application was broadcast on terrestrial and digital radio channels, as well as digital platforms.

• A desktop commercial was produced to promote Bankkart’s traditional Ramadan campaign and was broadcast on national television channels and shared on the Bank’s corporate social media accounts. The radio spot prepared for the campaign was broadcast on national radio channels.

• Static visuals prepared for Ramadan Feast and Eid al-Adha were published on the Bank’s social media accounts and received public acclaim.

• Radio spots were prepared and communicated to promote Bankkart Mobile, the Bankkart Sector of the Month Fuel Oil Campaign, and the Bankkart Motor Vehicle Tax Campaign.

• The visuals for June 5 World Environment Day and June 17 World Day to Combat Desertification and Drought were prepared and shared on the Bank’s social media accounts. On May 14 World Farmers’ Day, a series of three commercials titled “Rain, Soil, and Sun” was prepared and broadcast on national TV channels and shared on the Bank’s social media accounts.

• In order to inform customers about the use of the Bank’s new Land Registry Secure Account and Request Payment applications, a desktop commercial was produced and shared on the Bank’s digital channels. Two different static visuals were prepared and posted on the Bank’s social media accounts to promote the Request Payment application.

• Static visuals prepared for the communication of Bankkart Prestij and Bankkart Prestij Plus, two new individual credit card products designed for the Bank’s upper segment customers, were posted on the Bank’s social media accounts. The desktop movie prepared for the promotion of the Prestige World was broadcast on national TV channels and shared with the public through the Bank’s social media accounts. The radio spot was broadcast on terrestrial and digital radio channels, and was shared across digital platforms and in printed media.

• The static visual prepared for the special celebration of the 100th anniversary of Türkiye İş Bankası, the largest bank in the banking sector, was shared on the Bank’s social media accounts and gained public acclaim.

• Desktop commercials prepared for April 23 National Sovereignty and Children’s Day, Mother’s Day, and Father’s Day were shared on the Bank’s social media accounts.

• The visual prepared for the May 19 Commemoration of Atatürk, Youth and Sports Day was animated and shared on social media accounts.

• The desktop commercial prepared for the Ziraat Farmer Platform, which brings together all natural persons and legal entities in the Agricultural Ecosystem chain in a single application, was announced through digital channels.

• The visuals prepared for July 15 Democracy and National Unity Day were featured in newspapers and magazines, and the desktop commercial was shared on the Bank’s social media accounts.

• The desktop commercials prepared for August 30 Victory Day were shared on the Bank’s social media accounts.

• The static visual prepared for the promotion of the New Generation Cash Registers, which offer a combination of cash register and POS device features, was posted on the Bank’s social media accounts. The prepared radio spot was broadcast on terrestrial and digital radio channels, as well as digital platforms.

• The desktop film celebrating the new academic year was shared on social media accounts of the Bank.

• Static visuals prepared to promote the facilities of the Ziraat Mobil, namely, Motor Vehicle Tax payments, Insurance Premium payments, and the Secure Payment System for Buying and Selling 2^nd Hand Vehicles, were posted on social media accounts.

• The desktop movie prepared for the Secure Payment System offering a safe and easy solution for vehicle purchases and sales was shared on the Bank’s social media accounts.

• 3 short movies prepared for Sustainability Themed Agricultural Loan Products, namely Young Farmer Loan, Women Farmer Loan, and Pressurized Irrigation Loan, were broadcast on national TV channels and shared on the Bank’s social media accounts. In addition, radio spots for 3 films were prepared and shared on national radio channels.

• The desktop commercial film prepared to mark the 10 November Commemoration of Atatürk Day, Teachers’ Day, October 29 Republic Day, and New Year’s Greetings was presented to the public through social media accounts.

• October 15 International Day of Rural Women, World Savings Day, International Day of Persons with Disabilities, and World Soil Day were shared on social media accounts.

• The Bankkart Lionel Messi visual, prepared in cooperation with Mastercard and Bankkart, was included in newspaper and magazine plans and shared through Ziraat Bank and Bankkart social media accounts.

• A static visual showing the inclusion of Türk Ticaret Bankası in the Bankkart sphere was prepared and posted on Bankkart and Ziraat Bank social media accounts.

• The video prepared for Ziraat Bank’s 161^st Anniversary communication was shared with the motto “We are at the Center of Finance, for 161 Years.”

• The visuals of the Sardis Awards, where the Bank won Gold in the Best Corporate Image Film and Best Social Media Campaign categories and Silver in the Most Original Content Production category, were shared on social media accounts.

• A desktop movie was prepared and released to the public for the Bankkart New Year Campaign.

Other Corporate Communications Activities

• Designed to be responsive and developed on the MS SharePoint infrastructure, the Bank’s corporate website provides easy access to Ziraat Bank’s services and functions. In 2024, new technological advances were integrated into the website, and its functionality was improved.

• In accordance with the corporate identity principles of the Ziraat Finance Group, the websites of domestic and overseas subsidiaries were renewed in order to provide a common experience for the customers.

• Within the framework of Intellectual and Industrial Property Rights, all kinds of application, objection and registration transactions carried out by Ziraat Bank and the entire Ziraat Finance Group both domestically and abroad regarding trademarks, patents and registrations, as well as renewal procedures for registered trademarks, patents and design certificates were carried out.

• The html-based interactive magazine, 1iz (We Are One), was published on the Bank’s portal and the Ziraat Finance Group mobile application on a bimonthly basis, pursuing the goals of fostering a sense of belonging among Ziraat Finance Group employees, informing them of developments in the Finance Group and the Bank, ensuring the continuity of corporate culture, creating an institutional memory and for creating a communication platform between Ziraat Family members.

• The Visual Identity Inspection work carried out in order to use the corporate identity in accordance with Ziraat Bank standards, to correctly perceive the Bank’s brand image in the eyes of customers, to integrate corporate identity standards into all relevant environments and to prevent erroneous applications was completed.