New - and already popular
Financial Institutions: The cantonal banks have pooled the resources of their joint ventures in the areas of investment and retirement planning. A striking campaign by SFLB introduces the new Swisscanto brand.
Financial institutions The cantonal banks have combined the strengths of their joint companies in the areas of investment and pensions. A concise campaign by SFLB introduces the new Swisscanto brand. Are professionalism, competence and an above-average track record enough to survive the tough competition among fund companies? Actually, yes, if the brand makes reference to the origin and the objectives are communicated holistically and effectively. In the case of Swissca, Prevista and Servisa, joint ventures of the cantonal banks for investment and pension services, studies have shown that their sender recognition and attribution were only suboptimal due to their independence in terms of content and design. In order to achieve comparable learning and trust, the cantonal banks had to make far greater marketing efforts for their multi-brand strategy than competitors such as UBS, CS or Raiffeisen with their mono-brand strategies. In order to compete with their national competitors, they therefore needed an umbrella brand that would create a presumption of competence among the target groups and "also give the cantonal banks themselves a good feeling", says Beat Amstutz, Head of Communications and PR at the financial holding company.
Because "Canto" already connects the cantonal banks at the product brand level and is spontaneously assigned to them and associated with
image attributes, the decision was made in favor of the
brand name Swisscanto.
Those responsible assume that the joint competence brand will enable the cantonal banks to gain market clout.
To launch the competence brand, Spillmann Felser Leo Burnett created the "Money makes you happy" campaign, which has been running in magazines, business and major daily newspapers since the beginning of the year. Building on the brand positioning "The reliable partner" and the brand promise "Peace of Mind", the team led by Creative Director Martin Spillmann designed a campaign that highlights the prerequisites for happy money management.
Money makes you happy when you can invest it in something worthwhile, when you don't have to think about it all the time or when you know it's in good hands, i.e. with the cantonal banks. Because they provide fair and reputable advice and because your money is well invested by specialists, regardless of your life situation. Although the headline is a truism, the creators of the campaign see it as a provocative statement that generates attention.
In addition, the Swisscanto brand is to be given a profile through the visual language, says Amstutz. This shows people who illuminate happiness in many facets - be it material or immaterial, in the family, with friends or completely alone. The ideal world, which the agency deliberately avoided for a life insurer, is used for Swisscanto. Only the freshness and authenticity of some of the motifs can save it from the uniformity of the fund company sector.
The new logo is embedded in the brand world of the cantonal banks. The visual language is also suitable for the majority.
Because "Canto" already connects the cantonal banks at the product brand level and is spontaneously assigned to them and associated with
image attributes, the decision was made in favor of the
brand name Swisscanto.
Those responsible assume that the joint competence brand will enable the cantonal banks to gain market clout.
To launch the competence brand, Spillmann Felser Leo Burnett created the "Money makes you happy" campaign, which has been running in magazines, business and major daily newspapers since the beginning of the year. Building on the brand positioning "The reliable partner" and the brand promise "Peace of Mind", the team led by Creative Director Martin Spillmann designed a campaign that highlights the prerequisites for happy money management.
Money makes you happy when you can invest it in something worthwhile, when you don't have to think about it all the time or when you know it's in good hands, i.e. with the cantonal banks. Because they provide fair and reputable advice and because your money is well invested by specialists, regardless of your life situation. Although the headline is a truism, the creators of the campaign see it as a provocative statement that generates attention.
In addition, the Swisscanto brand is to be given a profile through the visual language, says Amstutz. This shows people who illuminate happiness in many facets - be it material or immaterial, in the family, with friends or completely alone. The ideal world, which the agency deliberately avoided for a life insurer, is used for Swisscanto. Only the freshness and authenticity of some of the motifs can save it from the uniformity of the fund company sector.
The new logo is embedded in the brand world of the cantonal banks. The visual language is also suitable for the majority.
The cantonal banks are pooling their strengths in the areas of investment and pensions under the Swisscanto label: Money obviously makes you happy - SFLB shows the lucky ones >> page 9
Luca Aloisi
