TBWA\Zurich and Frankly: This is how preventive care is relaxed
With the Zürcher Kantonalbank’s digital retirement planning solution, Frankly, you can open a Pillar 3a account and a vested benefits account easily with just a few clicks—TBWA\Zürich is communicating this message through a «Cloud World» campaign.
For most people, retirement planning is not a topic they want to dwell on for long. But with the digital pension Frankly from Zürcher Kantonalbank, it's easy.
The new campaign by TBWA\Zurich and the production company Zweihund does not tell the advantages of Frankly directly, but visualizes them simply - with a relaxed cloud world created for Frankly.
The elaborate, technically sophisticated CGI visualization and animation of a realistic cloud world deliberately breaks with the previous Frankly communication. This is intended to achieve the goal of giving the communication a new uniform, highly recognizable look.
The campaign is played out via TV, OOH, DOOH, and online (OLV, display ads, etc.) - and specifically targeted at the relevant age group. Because it's also very easy to switch pension plans from one financial institution to another with frankly - at any stage of life before retirement.
Responsible at Zürcher Kantonalbank: Christian Ohlsen (Head frankly Growth Marketing, Zürcher Kantonalbank), Timo Schirmann (Senior Performance Marketing Manager, Zürcher Kantonalbank), Dominik Streich (Creative Director, Zürcher Kantonalbank). Responsible at TBWA\Zurich: Manuel Wenzel, Angelo Sciullo, Katharina Binder, Sarah Rüegger (creation), Lukas Diem, Julia Lenauer (strategy) Jasmine Pierce, Sina Gelin (consulting) Toni Rubera, Marc Pflug, Noemi Rubera (image editing and DTP) Domenico Catena, Karl Hofmann (ViDo Video). Production partners: zweihund GmbH, Jingle Jungle AG, Cloudscape GmbH, Régis Golay, Webrepublic AG.
