Does the current Alpian campaign relate to the CS crisis?
In its current campaign, Alpian is using slogans such as «Time for a new bank?» Is the digital private bank referring to the recent events surrounding Credit Suisse, or was it simply good timing?
Alpian's digital campaign has been visible on the Internet for a week now. Anyone reading financial news on Swiss platforms is currently coming across statements such as "Switch now" or a "Not just a new bank. A new way of banking".
In view of the current news situation regarding Credit Suisse, such "calls to action" suddenly take on a completely different meaning. Or did the team behind the campaign simply time it well?
"First of all, we understand that a financial crisis affects everyone. We are not about kicking anyone when they are down," explains Roman Balzan, CMO of Alpian. "The campaign is based on our core mission of providing world-class private banking services, such as direct access to a team of wealth advisors at a fraction of the cost. This is the new way of banking. That's what's missing in the marketplace." According to Balzan, the campaign is fairly well-rounded and includes messages about Alpian's core competencies in investment and banking. Particular focus, he said, is placed on the fair terms and conditions, the speed of account opening and the availability of all functions in the app.
"Frankly, the campaign is relevant even without the crisis. Our partnership over the last three years has been about introducing a new way of banking to the world. Because people demand it," adds Sacha Moser, Foundry's founder and CEO. "You could see the current turmoil as proof that something needs to change in the way we bank."
Whether intentional or accidental, the campaign makes an additional point: for banks that want to remain relevant in the years ahead, the current financial situation has been a wake-up call.
