The will will do the trick
Bank Marketing: After a financial year marked by losses, Credit Suisse aims to strengthen its position in Switzerland with a testimonial campaign.
Bank marketing After a loss-making financial year, Credit Suisse wants to promote Switzerland with a testimonial campaign Robert Lembke's cheerful career advisors would have failed with this candidate. If Peter Sauber - Swiss Formula 1 team boss - had presented himself in the legendary "Make a typical hand gesture" as shown by sponsor Credit Suisse in its new image campaign, he would have passed for a Berlusconi lookalike or motivational speaker. Cynical headline from Frankfurt
Under the current circumstances, the bancassurance group is in dire need of the latter. Just at the start of the campaign (media agency m&m), an article appeared in the NZZ am Sonntag (NZZaS) that is likely to have a far greater impact on the bank's image both internally and externally. "CS employees tremble ahead of Easter" was the headline of the Falkenstrasse newspaper.
The fact that 1250 employees of the client CS Financial Services (CSFS) will lose their jobs by the end of the year does not seem to have been taken into account in Frankfurt's McCann-Erickson offices. Sauber's CS headline sounds cynical against this backdrop: "Enthusiasm is the best driver." And the copy adds: "We have a lot in common with Peter Sauber. He strives for top performance and is an exemplary team player..." So the fresh coat of advertising paint was scratched again 27 pages further back in the newspaper.
Christian Daul, Managing Director Creation at the budget holder, defends the implementation: "An outside view of the problem and task is nonetheless also an advantage and can lead to more precise and surprising answers." Irina Bechmann, Head of Branding & Advertising at CSFS, on the selection of testimonials: "We chose sportspeople who convey similar values to Credit Suisse." In addition to Sauber, wheelchair athlete Edith Hunkeler ("Willpower is stronger than strength.") and Olympic triathlon champion Brigitte McMahon ("Perseverance is believing in your own goal.") present their wisdom in the trio of personalities in the first testimonial relay.
In a second phase planned for June - Bechmann does not wish to comment on this - the focus will be on banking services, according to McCann-Erickson. Despite the parallel product line - especially for the mortgage business - the advertising volume is likely to remain stable at best. According to Irina Bechmann, the advertising presence will be even more focused in future while maintaining the same impact.
Wherever a bank advertises, a testimonial is never far away: Credit Suisse's image campaign.
Luca Aloisi
Under the current circumstances, the bancassurance group is in dire need of the latter. Just at the start of the campaign (media agency m&m), an article appeared in the NZZ am Sonntag (NZZaS) that is likely to have a far greater impact on the bank's image both internally and externally. "CS employees tremble ahead of Easter" was the headline of the Falkenstrasse newspaper.
The fact that 1250 employees of the client CS Financial Services (CSFS) will lose their jobs by the end of the year does not seem to have been taken into account in Frankfurt's McCann-Erickson offices. Sauber's CS headline sounds cynical against this backdrop: "Enthusiasm is the best driver." And the copy adds: "We have a lot in common with Peter Sauber. He strives for top performance and is an exemplary team player..." So the fresh coat of advertising paint was scratched again 27 pages further back in the newspaper.
Christian Daul, Managing Director Creation at the budget holder, defends the implementation: "An outside view of the problem and task is nonetheless also an advantage and can lead to more precise and surprising answers." Irina Bechmann, Head of Branding & Advertising at CSFS, on the selection of testimonials: "We chose sportspeople who convey similar values to Credit Suisse." In addition to Sauber, wheelchair athlete Edith Hunkeler ("Willpower is stronger than strength.") and Olympic triathlon champion Brigitte McMahon ("Perseverance is believing in your own goal.") present their wisdom in the trio of personalities in the first testimonial relay.
In a second phase planned for June - Bechmann does not wish to comment on this - the focus will be on banking services, according to McCann-Erickson. Despite the parallel product line - especially for the mortgage business - the advertising volume is likely to remain stable at best. According to Irina Bechmann, the advertising presence will be even more focused in future while maintaining the same impact.
Wherever a bank advertises, a testimonial is never far away: Credit Suisse's image campaign.
Luca Aloisi
