Investing wisely yields more than just interest

What is success? SFLB can certainly count this as a success with the commercials that have been illustrating the Cantonal Bank’s customer focus since 2003. Children reveal how they earned their first money. In the meantime, those children have become customers, and the banking landscape has also changed considerably. The concept behind a new advertising campaign therefore places greater emphasis on a more tailored expertise. Building on core values such as customer focus and continuity, an additional dimension is now being introduced: the lifelong partnership between the bank and its customers also encompasses the investment expertise of the Cantonal Bank and its employees. The motto of the campaign that has just launched is therefore «Success.» It is based on the idea that success means something different to everyone, as Elisabeth Bürgin, Head of Marketing Communications at the Association of Swiss Cantonal Banks, explains. And because success means something different to everyone, the best investment advice is also highly personalized. The cantonal bank thus positions itself as a bank with advisors whose expertise «extends far beyond knowledge of the economy, money, and banking.» By staying close to customers and offering a competent investment strategy, the bank aims to «grow together» with them. The idea is brought to life through commercials that tell authentic success stories. In short clips, various customers share what success means to them. The testimonials are genuine. Sixty customers were cast for this purpose, as Peter Brönnimann explains at SFLB. The creative team also used the same footage to design the print ads. pan