Ammarkt and GLKB dispense with clichés
Advertisements for banks’ wealth management services often rely on clichés. Ammarkt aims to show that there’s another way with a campaign for Glarner Kantonalbank (GLKB).
Wealth management is a highly individualized offering that is difficult to communicate. This is mainly because many people believe that wealth management is out of the question for them due to their financial situation. The task that Glarner Kantonalbank GLKB set Ammarkt was to dispel these prejudices and open the door to everyone.
Not all rings are the same
To achieve this, the agency chose an implementation that picks up potential customers in their personal situation. Associating everyday objects are used to communicate quickly and clearly. "Whether someone can afford a cheap costume jewelry ring or a high-end ring in the upper price range is irrelevant for our wealth management," explains Philippe Haller, Head of Marketing at Glarner Kantonalbank.
A theme was also designed for the varying security needs of investors and their current life situation. "Glarner Kantonalbank has been pursuing the approach of 'democratizing' its product portfolio for years in order to allow as many of its customers as possible to participate in services for which the entry hurdle at other banks is sometimes much higher. This campaign communicates this message perfectly and with a little smile," says Haller.
Client: Glarner Kantonalbank. Conception and realization: Amarket.
