BKB Private Banking campaign focuses on human senses
Basler Kantonalbank launches a new campaign for its private banking - designed and realized by Ruf Lanz. The focus is not on software tools, but on human sensory organs as actual working instruments.
BKB Private Banking Campaign: Listening as the highest working principle
Basler Kantonalbank (BKB) has launched a new campaign for its private banking. The BKB Private Banking campaign was conceived and realized by the creative agency Ruf Lanz and deliberately does not focus on technology - but on human sensory organs. BKB sees private banking as a long-term relationship that goes beyond pure investment. Shortly before, it had received the «Excellent» and «Longstanding Quality Leader» seals of approval from the business magazine Bilanz.
Ruf Lanz was awarded the contract for the campaign following a selection process. Mathias von Wartburg, Head of Marketing at BKB, explains: «Ruf Lanz surprised us with its broadly diversified concepts. In the end, our top pick was the campaign with the most important work tools.»
From the ear to the fingertips
These are not complex software and hardware tools for data analysis or financial modeling, but human sensory organs. At the beginning of every customer relationship, the ear should be the most important working tool, because holistic advice starts with listening. Only those who listen carefully can understand the other person's needs and respond to them individually.
According to the press release, in-depth subjects are dedicated to strategic foresight, a sure nose for successful investments, a mind for clever analyses and a sure instinct for estate planning.
Real BKB employees in front of the camera
A special feature of the BKB Private Banking campaign is that it does not feature professional models, but real employees of the bank. Raffael Kouril, Head of Branding and Sponsoring at BKB, says: «In private banking, the personal advisor makes all the difference. That's why our top people put their heart and soul into this campaign.»
As these are not professional models, the shoot required a sure instinct. Ruf Lanz demonstrated this in close collaboration with people photographers Chris Tribelhorn and Petya Lova.
Presence in the greater Basel area and in the Sunday press
The campaign can be seen from May 4 in the greater Basel area and in the Sunday press - including on posters and megaposters, ePanels, advertisements, digital screens on BKB ATMs and panels as well as online banners.
Responsible at BKB: Mathias von Wartburg (Head of Marketing), Raffael Kouril (Head of Branding & Sponsoring), Nicolà Kaiser (Branding & Sponsoring Specialist), Stephan Preiswerk (Head of Private Banking). Responsible at Ruf Lanz: Danielle Knecht-Lanz, Markus Ruf (Creative Direction), Mario Moosbrugger (Art Direction), Markus Ruf (Text), Sherif Ademi (DTP), Gian Marco Juon (Consulting). External partners: Chris Tribelhorn, Petya Lova (Photography), Sandro Mazzola (Photographers Assistant), Pablo Patanè, Silvia Ortombina (Styling), Nicola Fischer, Giada Marina Giorgio (Hair & Make-up), Lorenz Wahl (Image Editing & Lithography), TWmedia (Media Planning OOH/DOOH/Print), Biggie Switzerland (Media Planning & Production Online).
