Being rich is not necessary
The campaign created by Heimat Zürich for Bank Cler's investment solution is about status symbols that don't require a huge fortune.
Savings accounts hardly yield any interest anymore, speculation with shares or cryptocurrencies has its pitfalls, and choosing the right fund overwhelms some laymen. Bank Cler's investment solution offers a remedy. It offers the advantages of professional asset management for as little as CHF 10,000. Other banks charge a much higher starting amount for comparable solutions, where clients select an investment strategy and then delegate ongoing investment decisions to experienced experts.
The Heimat campaign shows that an offer otherwise reserved for exclusive circles is becoming accessible to the retail segment. Its protagonists celebrate status symbols without the investments traditionally required for this. With tattooed luxury watches, inflatable infinity pools or handbags painted with eye-catching logos.
"Being rich is not necessary" continues the "Time to talk about money" campaign. With this campaign, Bank Cler encourages people to openly discuss money. The offers advertised with the platform enable simple, competent handling of one's own finances. The investment solution embodies this value proposition. It is part of the product communication, which supports the brand level communicatively.
Responsible at Bank Cler: Gregor Eicher (Head of Marketing), Barbara Gürtler (Branding), Markus Wittenbecher (Group Head of Sales Marketing), Nina Kipfer (Sales Marketing). Responsible creative agency: Home Zurich. Photography: Mischa Freutel. Production: Tina Aich. Moving image: Hillton.
