Postcard from Hollywood
Banking Advertisement: PostFinance is heading to Hollywood to secure the lion's share of the approximately 100,000 young people who open new accounts each year.
Bank advertising PostFinance goes to Hollywood to secure the lion's share of the 100,000 or so young people who sign up for a bank account every year Cinema, with all its emotional dream worlds between heartache and action thrills, is the medium for young people. The world of cinema is therefore more suitable than any other as a platform for youth marketing. It was only a matter of time before Publicis also took up this theme for its client PostFinance, and the advertisers from Theaterstrasse are leading the joint marketing strategy with Sony into the anniversary year under the motto "Account up and movie down". With the DVD player offer, the acquisition campaign aims to build on previous successes. "The concept with the annual youth campaign has established itself extremely well over the last ten years," says CD Markus Gut.
The only noticeable change is the timing of the start of the campaign. This year, it has been scheduled almost a month and a half earlier than usual. "We want to be visible at a time when most of our potential customers are concluding their apprenticeship contract," explains Roger Thöny, Head of Marketing Communication Youth at PostFinance. This is not a reaction to the acute apprenticeship situation in Switzerland, he adds. So far, there has been no noticeable increase in marketing activities at the competition either.
As PostFinance claims to be the leader in this market segment, it is well placed to set the tone throughout the industry. Without any self-important gestures, but in line with its positioning as a likeable alternative to the bank with an unpretentious, straightforward appearance, it integrates a brand that is currently very popular with young people. This benefits not only the teenagers who open a yellow account, but also Swiss Post and brands such as H & M, Panasonic and EasyJet, which have already been involved in a campaign.
This year's campaign sets PostFinance apart from other financial institutions with three subjects in various print and poster formats and creates a visually appealing bridge between the opening gift and the post office, which the core target audience of 15- to 16-year-olds should use. The creatives reel off the entire repertoire of famous symbols that big cinema has to offer and project the clear invitation to "open your account" - from the Walk of Fame star to an American-style cinema temple and Hollywood lettering.
Déjà vu is known to make money. Especially in Hollywood, where the sequel industry enjoys great popularity. And so, as
even halfway successful remakes can be turned into blockbusters for younger generations with a decent marketing budget, the PostFinance campaign also revives an advertising motif from an old youth account campaign by UBS (Guye & Partner).
Guaranteed to appeal to Hollywood: Young people with the intention of opening an account are PostFinance's main target group.
"Original" for the UBS account.
Financial marketing Around 100,000 young people open a new account every year. Swiss Post wants to secure the lion's share of this market and is taking a detour to Hollywood to do so >> p. 7
Luca Aloisi
The only noticeable change is the timing of the start of the campaign. This year, it has been scheduled almost a month and a half earlier than usual. "We want to be visible at a time when most of our potential customers are concluding their apprenticeship contract," explains Roger Thöny, Head of Marketing Communication Youth at PostFinance. This is not a reaction to the acute apprenticeship situation in Switzerland, he adds. So far, there has been no noticeable increase in marketing activities at the competition either.
As PostFinance claims to be the leader in this market segment, it is well placed to set the tone throughout the industry. Without any self-important gestures, but in line with its positioning as a likeable alternative to the bank with an unpretentious, straightforward appearance, it integrates a brand that is currently very popular with young people. This benefits not only the teenagers who open a yellow account, but also Swiss Post and brands such as H & M, Panasonic and EasyJet, which have already been involved in a campaign.
This year's campaign sets PostFinance apart from other financial institutions with three subjects in various print and poster formats and creates a visually appealing bridge between the opening gift and the post office, which the core target audience of 15- to 16-year-olds should use. The creatives reel off the entire repertoire of famous symbols that big cinema has to offer and project the clear invitation to "open your account" - from the Walk of Fame star to an American-style cinema temple and Hollywood lettering.
Déjà vu is known to make money. Especially in Hollywood, where the sequel industry enjoys great popularity. And so, as
even halfway successful remakes can be turned into blockbusters for younger generations with a decent marketing budget, the PostFinance campaign also revives an advertising motif from an old youth account campaign by UBS (Guye & Partner).
Guaranteed to appeal to Hollywood: Young people with the intention of opening an account are PostFinance's main target group.
"Original" for the UBS account.
Financial marketing Around 100,000 young people open a new account every year. Swiss Post wants to secure the lion's share of this market and is taking a detour to Hollywood to do so >> p. 7
Luca Aloisi
