Back towards forty
Bank marketing I The Liechtenstein administrative and private bank wants to present its repositioning to a broad public with advertisements from Wirz.
Bank marketing I The Liechtenstein administrative and private bank wants to present its repositioning to a broad public with advertisements from Wirz. While Liechtenstein banks benefited greatly from their offshore location in the boom years, this very advantage has recently come under heavy criticism. The country has since been removed from the "black list", but the location alone is no longer sufficient as an acquisition argument. This is also confirmed by Thomas Weidmann, Marketing Manager at Verwaltungs- und Privatbank (VP Bank): "In the boom years, money was managed much more passively, it just came in." Today, on the other hand, the bank has to know the client and their financial needs very well. Until now, VP Bank has also derived its "raison d'être" to a large extent from its location. Due to the increasing pressure on offshore banking centers, however, it had to look for a new justification. The financial services provider derives this from a repositioning: With values such as openness, innovation and flexibility, the bank wants to set its private banking apart from the competition. In order to visually support the credibility of the new image, VP Bank commissioned the Paris-based branding agency D/G with the conception of a new corporate design (CD). The marketing manager emphasizes that the usual "tidy white" was dispensed with. "It's all a bit more natural. Even the circle in the logo is not completely round."
Following the launch of the new CD in spring, October will see the start of
an advertising campaign to publicize the repositioning to a broad public - initially in Switzerland,
in Liechtenstein, southern Germany and northern Italy. In line with the refreshed corporate colors and shapes, the classic communication should also do justice to the image correction.
"With the new appearance, the idea of
illustrations emerged," explains Andrea Reinhart, AD at the Zurich agency Wirz, which was responsible for the concept. New York-based illustrator Anja Kroencke was commissioned to create the six advertisements. Born in Vienna, she has already earned a good reputation with her work for Vogue, Wallpaper and Estée Lauder. "The illustrative realization conveys a world of its own, because the figures are representative of all customers," explains Wirz-CD Matthias Freuler. In contrast, there is often no identification with photographed people. However, the advertising motifs should also radiate seriousness. After all, VP Bank is targeting clients whose assets range from one million francs upwards. Of course, this already defines a certain age, says Weidmann. Nevertheless, the aim is also to rejuvenate the client segment. Weidmann: "The initial goal is to move back towards forty."
VP Bank's ads also illustrate the goal of the image campaign: to attract younger clients to private banking.
Bank marketing Liechtenstein's VP Bank advertises its new image with illustrations by Wirz Werbung.
Following the launch of the new CD in spring, October will see the start of
an advertising campaign to publicize the repositioning to a broad public - initially in Switzerland,
in Liechtenstein, southern Germany and northern Italy. In line with the refreshed corporate colors and shapes, the classic communication should also do justice to the image correction.
"With the new appearance, the idea of
illustrations emerged," explains Andrea Reinhart, AD at the Zurich agency Wirz, which was responsible for the concept. New York-based illustrator Anja Kroencke was commissioned to create the six advertisements. Born in Vienna, she has already earned a good reputation with her work for Vogue, Wallpaper and Estée Lauder. "The illustrative realization conveys a world of its own, because the figures are representative of all customers," explains Wirz-CD Matthias Freuler. In contrast, there is often no identification with photographed people. However, the advertising motifs should also radiate seriousness. After all, VP Bank is targeting clients whose assets range from one million francs upwards. Of course, this already defines a certain age, says Weidmann. Nevertheless, the aim is also to rejuvenate the client segment. Weidmann: "The initial goal is to move back towards forty."
VP Bank's ads also illustrate the goal of the image campaign: to attract younger clients to private banking.
Bank marketing Liechtenstein's VP Bank advertises its new image with illustrations by Wirz Werbung.
Simone Keller
