Ammarkt implements branding and launch campaign for Bank Avera

The claim "We understand each other" is intended to put the bank's values and competencies into the right context for existing customers and potential new customers. The first wave consists of subjects that address the theme of "proximity" on the one hand, and competence on the other, but without going into specific products and services. The simple campaign tone is intended to quickly anchor the "new" bank in the public's consciousness and clearly differentiate it from its competitors. The introductory campaign is subsequently supplemented with product campaigns that work on the same principle.

The style, which shows the dialog between the customer's wishes and the bank, was also maintained in all other advertising materials. The content of the brochure, for example, differs significantly from comparable bank information material. The content was consistently geared toward comprehensibility. There are many explanatory graphics and the technical jargon has been reduced to the bare essentials.

To round off the campaign, a TV spot was also shot, which aims to bridge the gap between regional roots, long tradition and modern banking for the future. For Marketing Manager Philippe Haller and his team, a challenging phase is coming to an end: "Within just under a year, we not only realized the rebranding, but also a pre-launch campaign that prepared our customers for the change, a major launch campaign, the new website, and all printed materials and appearance elements."