Sustainability with humor
Banks Bank Coop has long pursued ethical principles - recently with a witty and eye-catching campaign.
Banks Bank Coop has long been pursuing ethical principles - recently with a witty and eye-catching campaign. Showmanship with depth? Can they go together? It can, as the new Bank Coop product campaign shows. It is not sustainable funds or mortgages that are advertised here with politically over-correct motifs. Rather, the sensibly used, i.e. saved, resources are addressed in the advertising itself in practically all advertising channels. What sounds so theoretical and conceptual is, thanks to the ingenuity of the in-house agency Ruf Lanz, convincing in a number of unusual implementations for the financial sector. Here, the CD duo let the various above- and below-the-line media document the bank's attitude with witty and highly visible savings exercises: The advertisements stood out as the opening pages of the bundle, which were also cut in half across the entire newspaper portrait format. The explanation for this reader-unfriendly eye-catcher was provided by the "decent bank" - as its claim goes - in the copy: "Our sustainable investment funds already conserve resources in advertising. That's why we have reduced paper consumption by 54 percent." The advertising idea naturally has a wide, creative potential for media-compliant implementation. At present, it ranges from paper-saving or disruptively unlit poster sites to sandwich men who are sent out onto the streets equipped with significantly smaller signs - ideally in the immediate vicinity of the competition. "The carriers themselves also benefit from this," smiles Markus Ruf. "They only have to carry light loads around." Radical savings are also being made with the already inexpensive advertising medium of cinema slides - by switching off the projectors for seconds and plunging the auditoriums into total darkness.
Focus on sustainabilityAlthough the campaign has a certain moral content and coincides with an upturn in the economy, the issue of the sustainable use of investors' money is likely to be heard more than ever before. On the one hand, the last stock market crash has shaken blind faith in shares and revived the Swiss virtue of thriftiness. On the other hand, performance comparisons between passively and actively managed funds and the speculation of pension fund managers are poisoning confidence in the financial sector. The vast majority of small savers are therefore very receptive to transparent communication and ethical corporate and business practices.
The campaign is also given credibility by a fund savings plan test published in K-Tipp and K-Geld, in which Bank Coop's conditions came out on top.
However, the campaign makes no reference to this and remains sparing in its arguments, referring only to the bank's website and the investment, asset management and mortgage products explained there. Sensitized customers can see that the products selected by the Sustainability Advisory Board meet the high quality standards and also boast excellent returns. And this, as well as the advertising, which has been shaped and varied by Ruf Lanz for four years, reinforces the model recognition profile of the "decent bank".
Luca Aloisi
Focus on sustainabilityAlthough the campaign has a certain moral content and coincides with an upturn in the economy, the issue of the sustainable use of investors' money is likely to be heard more than ever before. On the one hand, the last stock market crash has shaken blind faith in shares and revived the Swiss virtue of thriftiness. On the other hand, performance comparisons between passively and actively managed funds and the speculation of pension fund managers are poisoning confidence in the financial sector. The vast majority of small savers are therefore very receptive to transparent communication and ethical corporate and business practices.
The campaign is also given credibility by a fund savings plan test published in K-Tipp and K-Geld, in which Bank Coop's conditions came out on top.
However, the campaign makes no reference to this and remains sparing in its arguments, referring only to the bank's website and the investment, asset management and mortgage products explained there. Sensitized customers can see that the products selected by the Sustainability Advisory Board meet the high quality standards and also boast excellent returns. And this, as well as the advertising, which has been shaped and varied by Ruf Lanz for four years, reinforces the model recognition profile of the "decent bank".
Luca Aloisi
