The whole world in Lucerne
Bank marketing Luzerner Kantonalbank positions its private banking as a nearby service provider with globally focused products.
Bank marketing Luzerner Kantonalbank is positioning its private banking business as a nearby service provider with globally focused products. Not that Luzerner Kantonalbank (LUKB) has suffered from the recession. Thanks to successful cost management and a well-considered risk strategy, LUKB has proven to be resilient. This is reflected in the share price, the increase in total assets and the ratings from the rating agencies.Compared to the Retail and Corporate Clients divisions, Private Banking (PB) performed less well (-22.7%) as a result of the lower sales volume and share price losses. However, instead of just aiming for stabilization, the turnaround plan also seems to have focused on a growth strategy. This is because LUKB has kept the autonomous PB communications budget constant for the area introduced in 1999.
No risk of dilution
However, the range of media has expanded. While Ottiger & Partner was initially appointed as the agency for below-the-line measures, the Lucerne agency is now also responsible for the image campaign. In terms of imagery and claim, the campaign differs from the LUKB umbrella image, but "we are not afraid of dilution because we are clearly committed to the parent bank," explains Sacha Johann, LUKB marketing manager. With this targeted approach, the bank is consciously walking a tightrope between traditional customers and potential investors.
The increasing number of institutions that manage this customer sector makes the independent campaign plausible. The campaign and the similar claim were not intended as a reaction to the ZKB offensive. Rather, the aim is to strengthen trust in the Lucerne economic area, but also in other German-speaking countries and in Ticino, and to expand the bank's own market share.
Because values such as security and expertise offer little scope for differentiation, the decision was made to focus on customer proximity. "Here too, the creative team avoided well-trodden paths and developed a concept based on the idea of 'why wander far afield'," says René Amstutz, consulting group leader at Ottiger & Partner. Unusual views of Lucerne are shown, which at a cursory glance are reminiscent of well-known landscapes or sights from all over the world. With self-deprecating headlines, LUKB not only creates image capital from the tourist region of Central Switzerland, but also builds a bridge to attributes that are usually attributed primarily to the big banks.
Ottiger & Partner plays coquettishly for LUKB with the image of tourism that Lucerne likes to convey.
Bank marketing Ottiger & Partner enchants the obvious with poetic irony for LUKB Private Banking.
Luca Aloisi
No risk of dilution
However, the range of media has expanded. While Ottiger & Partner was initially appointed as the agency for below-the-line measures, the Lucerne agency is now also responsible for the image campaign. In terms of imagery and claim, the campaign differs from the LUKB umbrella image, but "we are not afraid of dilution because we are clearly committed to the parent bank," explains Sacha Johann, LUKB marketing manager. With this targeted approach, the bank is consciously walking a tightrope between traditional customers and potential investors.
The increasing number of institutions that manage this customer sector makes the independent campaign plausible. The campaign and the similar claim were not intended as a reaction to the ZKB offensive. Rather, the aim is to strengthen trust in the Lucerne economic area, but also in other German-speaking countries and in Ticino, and to expand the bank's own market share.
Because values such as security and expertise offer little scope for differentiation, the decision was made to focus on customer proximity. "Here too, the creative team avoided well-trodden paths and developed a concept based on the idea of 'why wander far afield'," says René Amstutz, consulting group leader at Ottiger & Partner. Unusual views of Lucerne are shown, which at a cursory glance are reminiscent of well-known landscapes or sights from all over the world. With self-deprecating headlines, LUKB not only creates image capital from the tourist region of Central Switzerland, but also builds a bridge to attributes that are usually attributed primarily to the big banks.
Ottiger & Partner plays coquettishly for LUKB with the image of tourism that Lucerne likes to convey.
Bank marketing Ottiger & Partner enchants the obvious with poetic irony for LUKB Private Banking.
Luca Aloisi
