Wegelin & Co. advertises with anti-testimonials
Die St. Galler Privatbank Wegelin & Co. hat eine neue Werbekampagne lanciert, in der Anti-Helden und fiktive Persönlichkeiten zu Wort kommen. Mit der Kampagne wird – mit Ironie und Witz – zum Ausdruck gebracht, welche Kunden nicht zu Wegelin passen.
The campaign will run from March 7, 2011 and will be advertised in popular magazines such as NZZ Folio and GEO as well as in the business and daily press. Literary greats such as Anton Wohlfahrt from Soll und Haben or Woglinde from Das Rheingold as well as comic characters such as Miraculix or Scrooge McDuck will have their say. The series of advertisements is opened by Mephisto from Goethe's Faust. He is not a customer of Wegelin & Co. for example, because in his opinion "everything that is created is worth destroying". Scrooge McDuck, on the other hand, is not a client of St. Gallen Private Bank because he "prefers to swim in his money" instead of investing it.
Wegelin & Co. does not use any external support in the development of the advertisements. The advertisements were developed by the managing partners and internal advertising experts. The bank's own advertising and communications teams are responsible for campaign design and implementation as well as media planning.
