Riding shotgun with Mr. 12 percent

Precaution Pucci Sulzer communicates the
new Raiffeisen Pension Plan 3 with a firework display of cross-media and
Pirmin Zurbriggen as a firing rocket and security: a return of "up to 12 percent"
is the promise of Raiffeisenbank's pension plan 3. How can a
such an offer should be publicized without acting as a decoy
or even call in the dreaded "Kassensturz"?
The Raiffeisen banks' calculations are ambitious and yet
serious. "Pirmin Zurbriggen" was therefore the personified solution,
when Pucci Sulzer and its long-standing customer Raiffeisenbank moved to
a character who could credibly be used as a testimonial for "12%" under the
can bring to the people.
Pirmin Zurbriggen is an Olympic champion, world champion, hotelier and father
with two adolescent children. It therefore serves the prevention campaign
exemplary of the change in values and needs that every human being has.
in the phases of his life. Zurbriggen developed from
young athlete to a family man and self-realized
entrepreneur. An ideal role model who is now taking care of his pension provision.
and therefore get in touch with the Raiffeisenbank.
should.

Lure call for the website
This is exactly what the fireworks of advertisements and commercials aim to do
since last Sunday and until November 13.
takes place in the Swiss media. In an advertisement or even a commercial
can reveal the full complexity of a pension plan and its
tax savings cannot be explained. "Our advertising therefore only has
the intention to direct people to the website for further information.
the bank's website," explains consultant Frank Mitteldorf at Pucci
Sulzer. A calculator can then be found at www.raiffeisen.ch, with
which after entering income, municipality of residence, marital status and
Assets the tax savings opportunities depending on the annual deposit online
can be calculated.
The offer is conveyed with a cross-media campaign that
positioning is stringent across the entire mix, but depending on the
freely realizes the function of the medium. With imagination Pucci Sulzer is in
Cooperation with Konnex Media in placing the advertisements
proceeded. "The emphasis was placed on concentrating with
few media partners using special formats to achieve the optimum in
activation is realized," explains CD Däni Sulzer. He is convinced,
that his interdisciplinary project organization "achieved a result with
measurable effect".
The special forms of the Ringier titles are particularly astonishing. In the
SonntagsBlick, a bar at the bottom of the front page refers to a
double-page advertisement with Zurbriggen on pages 6 and 7.
The same sheet contains a small text advertisement with details on "Pension provision with
Advantages". In the Schweizer Illustrierte, the large advertisement with
an advertorial on Zurbriggen. In this like a
SI-Homestory, he explains that top performances are already
have always been his goal. "As world champion, Olympic champion and also at
the provision for my family ..." And: "Just like Pirmin Zurbriggen
You too can benefit from top results of up to 12 percent
Return on investment." Such publicity reports are also available in other media.
to the advertisements.
In the case of Illustré, the agency did it "with a lot of personal
Negotiations" managed to punch a hole in the title page,
through which the blue Raiffeisen advertisement shimmers. At L'Hebdo
is the advertisement behind the title page as a fold-out papillon
hidden.

Leading role for customer magazine
Direct mails, POS measures, local advertisements, posters, newsletters and
Account inserts also draw attention to the fact that the campaign is also supported by
is accompanied by a competition. An important role in promotion
of the pension plan3 , the customer magazine Panorama of the Swiss
Association of Raiffeisen Banks. This is published eight times a year in
three language editions and reaches a readership of 440000 copies
of over 800000.
A spot with Pirmin Zurbriggen and his two children skiing
was filmed at great expense in Saas Fee. The ski star wagging
while whizzing across the glacier, a number "12%" appears in the fresh
snow. However, the figure of integration here is not used in the daring
Jumps over the crevasses, doubled by a stuntman.
Perhaps an indication that not everything is right with these 12
percent? In fact, the calculator on the website clarifies the curious
that it is not the interest income, but "only" the interest income
the return after taking tax savings into account "up to 12
percent".
 

Andreas Panzeri